Fruit of the Loom was in unfamiliar territory. They had just decided to stop using the brand’s iconic mascots, the “Fruit Guys” (four grown men dressed in cartoonish fruit costumes whom together personified the Fruit of the Loom logo) in their advertising. It was an ambitious brand makeover encouraged by holding company Berkshire Hathaway, who wanted to trade Fruit of the Loom’s image as a no-frills brand bought mostly on price, to a fashion-forward brand that allowed people to express their personal style.

Fruit of the Loom had already begun to introduce new colors and patterns and more comfortable fabrics. Their products had a totally new look in feel. Now they needed a website to match. And the launch date was not negotiable.

The new Fruit of the Loom brand would be unveiled on national television during the 2012 Summer Olympics. The media buys had been made. The site had to be ready. And they wanted a direct-to-consumer ecommerce platform to go with it. We gave them all that and more.

Fruit of the Loom needed an edge.
We came up with a plan. After a full competitive and industry analysis, we recommended a multi-channel ecommerce strategy that included Affiliate Marketing, as well as Marketplace and Comparison Shopping Engines. These channels, along with a shopping platform and an engaging branded website, would give Fruit of the Loom a way to promote the new brand, while also allowing it to directly connect with and sell to its customers.

A branded ecommerce platform sold the clothing and the brand. It put the user in control of their shopping experience through simple, intuitive navigation. Users could now browse by style, fit or fabric and interact with fun, brand-focused content.

Fruit's Online Store A Very Comfortable
Shopping Experience.

Fruit of the Loom products have a new look and feel. Fruit.com was designed to embody it. The site is bright, colorful and modern, yet at the same time soft and comfortable. The dynamic pattern created by stacks of irregular-sized boxes, creates a sense of kinetic energy. A feeling, which is balanced by the calming effects of clean lines and simple shapes.

Engagement pieces throughout the site encourage users to explore products and features they might otherwise have ignored. Messaging reinforces Fruit of the Loom’s new image as a go-to brand for both comfort and style.

LEAPsearch, our SEO team, devised an ongoing series of keyword-optimized landing pages designed to engage users and impress algorithms. Housed on a new "Explore" page, these landing pages along with an ongoing blog and link building efforts have proven to be quite successful.

Interactive Media Awards

• Best In Show - Fruit.com: Fashion/Style
• Best In Show - Fruit.com: Retail