Plastic Pants
When presented with the brief’s question, “How will consumers know these ‘No Ride Up’ boxer briefs really don’t ride up?” We answered it in the simplest way we could. With absolutely nothing to hide.
Plastique: The Collection
The content was designed to engage fashion influencers, the media, and general public interest. With tongue firmly in cheek, PLASTIQUE was as true to fashion convention as possible: A documentary film about the collection, video teasers to the site where you can order the pants and boxer briefs, Lookbook, promoted tweets with fashion influencers, even a rap video featuring an original song and rapper adorned in PLASTIQUE. All while highlighting what was underneath the plastic: Fruit of the Loom's colorful and stylish boxer briefs.
The Results?
Over 10 million social impressions and 800,000 video views and counting, it added up to an engagement rate double the category average for promoted posts.
Within one week of PR launch, we had secured 13 unique media placements, totaling over 37 million impressions.
Over half of visits to Fruit.com lead to views of men's underwear pages with a 484% increase of men's underwear page views year over year from March to April.