CHICAGO — Fruit of the Loom Inc. is importing from Canada into the U.S. a new television ad campaign covering its entire product line. The first U.S. effort will focus on cotton panties, with commercials starting today.
John Wigodsky, FTL’s executive vice president of sales and marketing, said, “We’re expanding the campaign in the U.S., because the results in Canada have been phenomenal…sales of women’s daywear in Canada are more than 60 percent ahead of the same period a year ago.”
The ads will run in the U.S. on cable, daytime TV and prime time network TV. The campaign developed by Leo Burnett, Toronto, has won several marketing awards while running in Canada.
Executives say the ads capture the whimsy of the firm’s celebrated fruit character commercials, which aired in the Seventies.
The women’s panties theme will use three 30-second spots showing real underwear performing on a clothesline with a tagline stating, “really, really comfortable underwear.” said a Leo Burnett spokesman. One idea will be “to contrast uncomfortable underwear — frilly items that men give women as gifts — and comfortable cotton underwear that women buy for themselves.”

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