Today Fruit of the Loom® announced the launch of a new, national brand campaign and platform titled “Start Happy®.” Empowering yet light-hearted, the campaign was inspired by unlocking a very simple but universal truth – the underwear you put on in the morning has the power to set the tone for your entire day. The integrated campaign will manifest itself through high-profile national television, digital, radio, and social advertisements, out of home placements in key markets, social media, and on the brand’s website, fruit.com. It also includes consumer engagement elements and product sampling.nnThe Start Happy® campaign celebrates the power of positive underwear and the difference it can make while focusing on Fruit of the Loom’s commitment to excellent fit. The Start Happy® campaign was created and planned by CP+B, advertising agency of record for Fruit of the Loom. nn
nTo view the advertisements, please go to www.StartHappy.com.nn”We know the morning is a powerful thing,” said Scott Greene, Sr. Vice President of Brand Management for Fruit of the Loom. “It can set the tone for the entire day. A great-fitting pair of underwear can make you feel like you can do anything. We want America to start with the right pair of underwear, putting on confidence and positivity one leg at a time.”nnTwo 30-second television spots, airing on high-profile national TV shows like Modern Family, The New Girl and The Biggest Loser, as well as high-profile cable, will kick off the campaign. The spots playfully dramatize the importance of great fitting underwear and the role they play in your day and are voiced by actor and comedian Jay Mohr. Featuring ladies’ microfiber panties and men’s boxers, the spots use a stuntwoman on a movie set and a pit crew on a race track, respectively, to illustrate how great-fitting underwear can give you the confidence to make great things happen in your world. Similarly, the out of home, digital and social advertisements include documentary-style lifestyle photography and poignant reminders to start every day happy with Fruit of the Loom. nnThe campaign is also supported by a number of original consumer engagement and sampling activations, including “Fresh Gigs,” which consists of a media buy with LinkedIn, the world’s largest professional network. Through the “Fresh Gigs” program, Fruit of the Loom will distribute thousands of pairs of free underwear through the platform to people who start a new job during the month of October, encouraging them to share stories of their fresh start. For more information, visit www.fruit.com. nn
nTo view the advertisements, please go to www.StartHappy.com.nnCreditsnFORMAL CLIENT NAME: Fruit of the LoomnCAMPAIGN TITLE: Big Job, Big DaynEXECUTION TITLE: Panty Stunt and Speedy BoxernnAGENCY: CP+BnWORLDWIDE CHIEF CREATIVE OFFICER: Rob ReillynEXECUTIVE CREATIVE DIRECTOR(s): Tony CalcaonCREATIVE DIRECTOR(s): Matt Fischvogt/Dave CooknSENIOR COPYWRITER(s): Mona HasannART DIRECTOR(s): Eduardo InderdbitzinnVP/HEAD OF VIDEO PRODUCTION(s): Chad HopenwassernEXECUTIVE INTEGRATED PRODUCER: Kate HildebrantnJR. INTEGRATED PRODUCER(s): Caitlin SullivannPRODUCTION COMPANY & CITY: H.S.I Culver City, CAnDIRECTOR(s): Joseph KahnnDirector of Photography (PRODUCTION CO): Dan MindelnEXECUTIVE PRODUCER (PRODUCTION CO): Kim DellaranHEAD OF PRODUCTION (PRODUCTION CO): Doron KaupernPRODUCER (PRODUCTION CO): Richard WeagernnPOST PRODUCTION & CITY: A52 Santa Monica, CAnPOST PRODUCER: Daughn WardnLEAD VFX ARTIST: Jesse MonsournCG SUPERVISORS: Adam Newman / Kirk Shintanin2D VFX ARTIST: Cole Schreiber, Richard Hirst, Blake Huber, Steve Wolff, Bruno Parenti, Christel Hazardn3D VFX ARTI
