Fruit of the Loom, Inc.: Everybody Loves Fruit campaign

Francis Davis

The underwear market underwent a change in the 1980s and 1990s when undergarments, especially men's, shifted from being a simple piece of clothing to being a fashion statement.

Fruit of the Loom, Inc.: Everybody Loves Fruit campaign

Francis Davis

Overview

The underwear market underwent a change in the 1980s and 1990s when undergarments, especially men's, shifted from being a simple piece of clothing to being a fashion statement. Fruit of the Loom, Inc., the granddaddy of underwear manufacturers, had long dominated the men's market. In the 1980s and 1990s, however, competitors such as Calvin Klein and Jockey made gains, and Fruit of the Loom was forced to change its marketing philosophy in order to attract younger, more hip consumers. The "Everybody Loves Fruit" campaign, created by Warwick Baker...

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