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. It also includes consumer engagement elements and product sampling.
The 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.
“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.”
About Fruit of the Loom
Fruit of the Loom knows the power of positive underwear. That’s why we’ve been helping families pull on a daily pick-me-up for over 160 years. We make colorful, smile-inducing, clothes with fits that won’t quit. And we’re wallet-friendly too. From hipsters to hoodies, boxers to bras, and sleepwear to socks, our clothes are made so you can grab the world by the waistband and start your day happy.