Fruit Of The Loom (US)


Selected Fruit Of The Loom advertising

Memorably named Fruit Of The Loom is one of America's top two manufacturers of underwear and intimates. Its core brand is Fruit Of The Loom itself, which encompasses a broad range of men's, women's and children's underwear and innerwear. After several years of steady decline, Fruit Of The Loom was rescued from bankruptcy protection in 2002 by Berkshire Hathaway. Performance has improved dramatically since then, helped along by the resurrection of the popular "Fruit Guys" marketing campaign, first used in the 1970s. The Fruit Guys were finally retired again in 2013. The company has also expanded through acquisition, bolting on Russell Athletic sportswear as well as a collection of women's intimates brands including Vanity Fair and Lily Of France.


Which agencies handle advertising for Fruit Of The Loom? Find out more from the Account Assignments database.

Who competes with Fruit Of The Loom? See Clothing & Fashion Accessories for other companies

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 5th Dec 2014: Ads of the Week: "Rules of Underwear Giving". Just in case you were thinking of giving underwear as a Christmas gift to your boss or the strange cat lady who lives next door... Crispin Porter & Bogusky offer some helpful advice on the correct protocol, on behalf of Fruit Of The Loom. Enjoy! 

Adbrands Weekly Update 10th Oct 2013: Ads Of The Week: "Panty Stunt". A fond farewell to Fruit Of The Loom's tuneful Fruit Guys, who have finally been pulped after almost 40 years of faithful service. Instead, new agency Crispin Porter & Bogusky goes for a complete reboot, not just of the Fruit Of The Loom brand, but also of underwear advertising in general. You've definitely never seen an ad for knickers quite like this before. But hey, slowmo, stunts and a girl in panties - what's not to like? And before you accuse us of sexism, ladies, jump over to our Facebook page which also has the matching spot with slowmo, fast cars and ripped guys in boxer shorts...


Subscribers may access the following website links here:

Fruit Of The Loom website

BVD Spalding
Russell Athletic Vanity Fair
Jerzees Lily of France

Berkshire Hathaway

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