• Situation: Fruit of the Loom isn’t known as a young, hip brand. The truth is, many people think of it as your dad’s underwear… if they think about it at all. We needed to build relevance and create an emotional connection with a new audience.

• Brief: Revive the old Fruit Guys and reimagine them for today’s audience.

• Objectives: Increase brand buzz and relevance, increase positive engagements on social, connect with a younger audience.

Under the guise of working at Fruit of the Loom, we set the new Fruit People up as the part of the social team, tasked with helping make Fruit of the Loom go viral. The content is a blend of “behind the scenes” footage of the Fruit People transparently scheming to make Fruit’s TikTok account a success, as well as the output of their work - the content they helped think up and create.

Re-imagine our iconic brand asset for TikTok.

A powerful brand asset like the Fruit Guys sticks in people’s brains, but this young generation doesn’t known them. We can breath new life into them in a way that is inclusive, connection, entertaining and above all… memorable. We’ll use them to tell our brand story through the social platform that is creating culture and dominating the media engagement of Savvy Stylers

Showing people the passion behind our brand.

Subtly selling our products

Acting like a friend; engaging in trends that make our brand a part of their culture.

The Fruit People on TikTok launched in 2023 and is an ongoing storyline that evolves and changes with culture. Their story is currently exclusive to social (TikTok and Instagram), but the success of the characters has led to plans to evolve them into other channels.

• Reach - 22.9M views

• Engagement - 265.5K engagements

• Sales - N/A

• Brand perception - Our goal was to shift brand perception to reach a modern audience on TikTok, we saw a 67% overall increase in TikTok followers and overall positive sentiment with users resonating with the content, and relating to the different Fruit People. Response on the videos has been overwhelmingly positive, with users sharing commentary relating to the different Fruit People characters, asking about the Mandela effect, chiming in to share their excitement and character favorites, and rooting for them to succeed.

• Achievement against business targets