To promote its new Everlight underwear collection and play up the fact that its newest products are exceptionally light and unnoticeable, a dynamic Fruit of the Loom campaign was set up in New York—but only those with the keenest of eyes saw it.
The campaign was set up in the style of a social experiment, with posters placed on the streets of the busy city. From afar, the posters seemed like nothing to look at, but those who paid close attention had the chance to be richly rewarded—as the posters spelled out how individuals could get their hands on up to $1,851, as well as the new Fruit of the Loom Everlight underwear.
The message of the Fruit of the Loom campaign supports other ads from the brand, such as 'Professional Noticers,' which describes that "even people who notice everything still won’t notice incredibly light EverLight underwear."
Covert Underwear Campaigns
This Fruit of the Loom Underwear Campaign Hides in Plain Sight
Trend Themes
1. Covert Advertising - Opportunities for brands to create hidden advertising campaigns that reward those who pay close attention.
2. Social Experiment Marketing - Using social experiments to create engaging and interactive advertising that sets a brand apart from its competition.
3. Subtle Messaging - Opportunities for brands to create campaigns that utilize subtle messaging to effectively communicate product benefits to potential customers.
Industry Implications
1. Apparel - Opportunities for apparel brands to create unique and engaging campaigns to showcase new products and features to potential customers.
2. Marketing - There is an opportunity for marketing agencies to utilize social experiment marketing and covert advertising in their campaigns to help brands stand out and generate buzz.
3. Consumer Goods - Consumer goods brands can utilize subtle messaging and creative advertising channels to effectively reach their target audience and increase brand awareness and sales.