When it comes to buying lingerie, Fruit of the Loom is not usually the brand most women think of, but the company is looking to change that. “Welcome to Früt,” the company’s latest campaign by agency Crispin Porter + Bogusky, includes a popup lingerie store, called Früt, that was opened to entice consumers to view their product in a different light.
The popup store was designed to look like a chic lingerie boutique, but when customers entered to take a browse, they were surprised with the fact that the store was actually selling the panties in a bag that you can pickup at your local Target or WalMart.
The videos of the campaign show shoppers perusing through the shop, completely unaware that the product they were looking at was actually the familiar product that they had grown up with. A false wall in the back of the store sporting the Früt logo spins to reveal the Fruit of the Loom logo, surprising the shopper browsing through the floral printed underwear.
Although the experience itself may be awkward for the shoppers, the brand completes its objective effectively: Enlighten consumers on the fact that quality underwear doesn’t have to come at such a high price.