Memorably named Fruit Of The Loom is one of America's top two manufacturers of underwear and intimates (behind Hanes). 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 phased out in 2013 (following a change of agency) in favour of a new strategy promoting a "fresh start for every day". The company has also expanded through acquisition, bolting on Russell Athletic and Jerzees sportswear and Spalding basketball equipment as well as a collection of women's intimates brands including Vanity Fair and Lily Of France. Seek No Further is a general lesiyure apparel range launched in 2017. Melissa Burgess Taylor was named as chairman & CEO of Fruit Of The Loom Inc at the end of 2016 following the untimely death of Rick Medlin, leader for the previous six years. Berkshire Hathaway doesn't break out revenues for Fruit Of The Loom, which is grouped with Garan, HH Brown and Brooks Sports under the general heading of apparel & footwear. The group's combined sales from that segment were $4.2bn in 2017. The company has a long heritage. The Fruit of the Loom brandname was actually first coined in the 1850s by textile manufacturers Benjamin and Robert Knight, as a description of their woven cotton and linen cloth. The well-known apple, grapes, gooseberries and leaves logo was first adopted (in a more ornate form) in 1893.
Capsule checked 30th November 2018
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Historical profile information for Fruit of the Loom
Adbrands Social Media 26th Mar 2018: "Heard Around the World". Shhh! Careful what you say; you never know who might be listening! Crispin Porter & Bogusky offers up more absurdity on behalf of Fruit of the Loom. It's a tricky one: how do you convey the benefits of a new line of men's underwear without sounding ridiculous? The answer is to keep echoing the original benefits message but in an increasingly ridiculous setting. Then cap it all off with a final joke. Classic post-modern ad-making.
Adbrands Social Media 21st Mar 2017: "Most Epic Soft Story Ever Told". CP&B rolls out some Old Spicean zany in its new campaign for Fruit Of The Loom. Gags like these are always entertaining but we wonder if they still sell product, even to the sort of men who would scoff at a more straightforward approach. Then again, it's quite a challenge, isn't it, to find a new way of promoting an item as ubiquitous as the humble t-shirt. Nice try, CP&B.
Adbrands Social Media 18th Nov 2015: "Meet The Professionals Collection". A very funny idea from Crispin Porter & Bogusky for Fruit Of The Loom. Limited edition sweat suits designed to look like a business suit and tie, or smart shirt with artfully draped sweater. Truly the perfect gift for the holidays! Guaranteed to sell out on day one.
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...
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