Creativity

This Upscale Lingerie Boutique Named 'Frut' Is Not All That It Seems

Customers Were Actually Raving Over Fruit of the Loom

By Alexandra Jardine. Published on Jul 18, 2016

Editor's Pick

Fooling customers by dressing up a "cheap" product as something more expensive is something we've seen done several times recently by food brands such as McDonald's and Lidl.

Now Fruit of the Loom has tried the same thing, taking its underwear out of their plastic packaging and displaying it in a ritzy-looking lingerie boutique named "Frut" for several times the price. As this video shows, customers were completely taken in, and even Victoria's Secret Angel Lindsay Ellingson was fooled when she was invited to stop by. It's a neat way of promoting the product's quality, and exposing fancy packaging for what it is.

Crispin Porter & Bogusky was responsible for the stunt, and also for a humorous new Fruit of the Loom ad promoting its Ladies Breathable underwear, which was directed by Jonathan Krisel of "Portlandia."

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Credits

Date
Jul 18, 2016
Agency:
CP&B
Client:
Fruit of the Loom
Vice President, Chief Creative Officer:
Ralph Watson
Vice President/Creative Director:
Allen Richardson
Creative Director:
D'Arcy O'Neill
Creative Director:
K.T. Thayer
Associate Creative Director:
Mona Hasan
Associate Creative Director:
Stephanie Kohnen
Executive Integrated Producer:
Ramon Nuñez
Vice President:
Ramon Nuñez
Junior Producer:
Amber Peña
Video Production:
Amber Peña
Production Company:
8th Street Productions
Director:
Whitey McConnaughy
Executive Producer:
Steve DeVore
Line Producer:
Carr Donald
Production Designer:
Justin Dragonas
Editor:
Jessica Dowling
Edit House:
The Now Corporation
Visual Effects Company:
Method Studios LA
Colorist:
Siggy Ferstl
Retoucher:
Company 3
Mix Company:
Lime Studios LA
Audio Engineer:
Mark Meyuhas
Audio Engineer:
Matt Miller
Music:
Duotone
Senior Strategist:
Rebecca Harris
Strategist:
Fabiana Brown
Executive Vice President, Managing Director:
Danielle Whalen
Vice President, Account Director:
Kristi Kirkeide Boutiette
Content Supervisor:
Whitney Beemer
Content Manager:
Lindsay Melloh
Vice President, Executive Producer:
Dan Corken
Interactive Director:
Dan Corken
Associate Media Director:
Craig McDowell
Digital Media Supervisor:
Liz Rogers
Media Planner:
Whitney Atkinson
Social Media Supervisor:
Jillian Hart
Social Media Community Manager:
Katie Souther
Business Affairs Manager:
Daphne Papadopulos
Senior Project Manager:
Alex Blumfelder
Junior Project Manager:
Meghan Walsh

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