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Früt is the hottest new lingerie boutique in town. There’s only one catch—all the underwear it sells is from Fruit of the Loom.
In “Welcome to Früt,” a campaign by agency Crispin Porter + Bogusky, the packaged clothing marketer treats shoppers to a new twist on the old bait-and-switch: Opening a chic pop-up store that supposedly sells expensive designer pieces (which are actually just the same old panties you can buy in a bag).
A pair of case study videos claims consumers were lured in by airy fabrics and vibrant patterns, only to discover a dirty secret—they were falling in love with lowbrow underwear.
The dramatic moment of truth—when Fruit of the Loom’s logo spins out of its hiding place behind a false wall in the store—is almost comically awkward.
The store’s willfully pretentious, umlaut-clad name may be the best part of the campaign.
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