Clothing brand Fruit of the Loom wants Americans to harness the so-called power of positive underwear in Start Happy, a new campaign that includes a microsite, videos and free undies.
Calling it "empowering yet light-hearted," Fruit of the Loom says Start Happy was inspired by unlocking "a very simple but universal truth -- the underwear you put on in the morning has the power to set the tone for your entire day."
The brand calls this the "power of positive underwear" and says the campaign focuses on the difference positive underwear can make, while underscoring Fruit of the Loom's "commitment to excellent fit."
The campaign includes a hub on the brand's website, the Start Happy HQ, which includes video, a slideshow with images of Start Happy billboards and the ability to tweet with #starthappy. It also alludes to upcoming promotions called Fresh Gigs and Lucky Looms.
The first promotion, Fresh Gigs, consists of a media buy with professional network LinkedIn.
According to Lindsay Porter, senior brand communications manager for Fruit of the Loom, LinkedIn users who change their profiles to reflect new jobs starting October 15 will receive a message with an offer for a free pair of underwear in a special box, with messaging about a fresh pair for a fresh start.
The brand will give out 5,000 pairs a week for five weeks, says Tony Calcao, executive vice president and executive creative director at digital agency CP+B, which created the campaign.
Fresh Gigs will also encourage participants to share stories of their fresh starts.
"If you're starting a new job, what better way to start than with Fruit of the Loom? It's as simple has that," Calcao adds.
More information on Fresh Gigs will be available October 22 on the Start Happy website.
Porter says Fruit of the Loom wants to tap into key moments in time with, as the name implies, the idea of starting happy.
"When it comes to underwear, you don't think much about it day to day unless something's wrong or it doesn't fit well, so we thought, ‘Let's reposition it to make it more special and give underwear a bit more importance in your day,'" Calcao says. "If it isn't fitting you, you're not in a good mood and it's going to mess with your day, so we wanted to get people to think about their mornings and think about it a little differently. That's where the tagline ‘Start Happy' comes from. With a good-fitting pair of underwear, you'll have a happy day."
Porter says the campaign targets consumers "in a particular mindset."
"We want to reach [consumers] who are optimistic, ambitious and confident in their own skin... a job change echoes ambition and positive sentiments and is a good reflection of that target," she adds.
Two 30-second TV spots airing on shows like Modern Family, The New Girl and The Biggest Loser, as well as shows on cable networks, kick off the campaign.
According to Fruit of the Loom, the spots "playfully dramatize the importance of great fitting underwear and the role they play in your day...and illustrate how great-fitting underwear can give you the confidence to make great things happen in your world."
Additional promotion includes digital ads and banners, as well as a takeover of the brand's Facebook page.
Fruit of the Loom has 433,000 likes and 2,100 followers.
It is using #freshgigs and #starthappy to promote the campaign.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014