Fruit of the Loom Turns GIFs Into Father’s Day Gifts

Cheeky play on branded content

Fruit of the Loom is taking the traditional Father’s Day “good for one” perforated-paper coupons that kids dole out to their dads digital this year with a new commerce-enabled GIF campaign.

The briefs brand worked with Crispin Porter + Bogusky to build a microsite dubbed "Father’s Day registry," which houses eight GIFs leading up to the June 15 holiday.

"The use of GIFs brought a modern twist to the reward cards kids have given their mom or dad for ‘extra help around the house’ or to ‘clean up my room,’" Matt Fischvogt, vp/creative director at CP+B said. "These have always been on static cards. GIFs bring these cards to life and allow them to be shared socially in a modern way."

For example, one GIF reads, "This is good for: Remote. Control. Mine." The animated clips can be shared via Facebook, Twitter, Pinterest and email and everything is optimized for mobile.

Another declares Father’s Day as an excuse for an "all day undie pass" while a dad dances around a kitchen in his boxers.

While the content is fun, the commerce element to the GIFs is particularly interesting. Basic T-shirt and underwear products are featured as quick and easy Father’s Day gifts throughout all of the images.

Calls-to-action underneath each GIF link to Fruit of the Loom's e-commerce site so that consumers can directly buy the products featured.

Fruit of the Loom is also collecting email addresses and driving traffic to its social platforms via the microsite.

After June 15, the GIFs will live on Fruit of the Loom’s Start Happy site, which is a hub of branded content. Similar to the Father’s Day campaign, everything on the site is geared toward getting fans to share on social media. It’s this quality that Melissa Burgess-Taylor, svp of marketing and merchandising at Fruit of the Loom, credits for the brand’s content efforts.

"We think the shareable nature of GIFs gives the campaign lots of opportunities for ‘pass along’ viewership, and thus an extended lifespan. Most importantly, it’s engaging content," she said.