Fruit of the Loom is an 160-year old American brand known for making Tighty Whities. It needed a makeover to stand out as innovative and fashionable. So they created a faux high-fashion trend, Plastique. A documentary started the buzz and it even inspired a hip hop song. And although the focus was the pants, people couldn’t help but notice the underwear underneath. Fruit of the Loom was elevated to a more premium, stylish place while staying authentic to their brand.
So as all of you know, it's difficult to do (and sell) new things. This was a very comprehensive and structured launch plan used to show how the PLASTIQUE idea would roll out and help to sell the new line of boxer briefs from Fruit of the Loom.