Fruit of the Loom debuts limited edition innerwear

The 2,000 pairs of individually numbered undies traveled to four of the luckiest places in the country to be infused with luck and good vibes, all designed to give wearers a shot of extra confidence and positivity with the first thing they put on in the morning – their underwear. Lucky Looms is part of Fruit of the Loom’s new Start Happy advertising campaign, which celebrates the power of positive underwear and the difference it can make in one’s day.

The 2,000 individually numbered pairs of Lucky Looms (with the exception of unlucky pairs #13 and #666, which were destroyed) were taken on a nationwide road trip to famous “lucky” locations, each with a rich history of imparting good fortune.

The stops included the Seven Star Cavern Chinatown Wishing Well in Los Angeles, CA; the Winged Figures of the Republic at the Hoover Dam in Boulder City, NV; the world’s largest four-leaf clover collection in Soldotna, Alaska; and the world’s largest horseshoe in Martinsville, IL. The Lucky Looms program was created and planned by CP+B, advertising agency of record for Fruit of the Loom.

“No matter who you are or what you’re starting, on any given day, it can help to have a little luck on your side,” said Scott Greene, Sr. Vice President of Brand Management for Fruit of the Loom. “With Lucky Looms, consumers have a chance to own a unique, great-fitting pair of underwear that hopefully gives them an extra boost of confidence to start their day happy.”

According to a recent study conducted by Fruit of the Loom*, Americans who have used a lucky charm report that doing so makes them feel positive (31%), optimistic (41%), or confident (25%). And nearly one-third (32%) who believe in lucky underwear do so because they feel they are starting their day off right.

Fruit of the Loom