Fruit of the Loom is a 160 year-old underwear brand that has become old and dusty in an environment of sexy competitors. To stand out, the brand changed the conversation from seduction to confidence and optimism. We noticed that the underwear you put on in the morning could make or break your entire day. So Fruit of the Loom set out to help the Everyman Start Happy with positive underwear.

In a rebounding economy, starting a new job is a big deal. So Fruit of the Loom wanted to make sure people started their new gigs on the right foot with the right pair of underwear, infusing positivity into their day and celebrating a start of something great.

Fresh Gigs boosted conversation about the brand, helping the Start Happy campaign earn 365 million impressions. It was mentioned in notable pubs like The New York Times, Huffington Post and Mashable. On LinkedIn, click through and conversation rates were double the norm, setting unprecedented numbers for a LinkedIn Integration campaign. (Sources: Ketchum PR, Crimson Hexagon/Ryan Cain, LinkedIN.)