The creative idea played off a situation that every woman has found herself in. And since more female comedy is group-related, Fruit of the Loom brought the creative idea to life in a group scenario.

The brand created a :30 film that aired online and in broadcast, and was shared in social media.

During the run of this campaign, Fruit of the Loom sales surpassed the reigning category leader in women’s underwear. This campaign received over 352MM impressions and sparked an 81% positive conversation on social channels around the commercial and love for the Fruit of the Loom ladies products.