Drive consideration of a premium product in a price-driven category.
Reframe the brand by borrowing more from creator culture (‘edgy entertainment’) and less from the category (‘boring basics’).
For Fruit of the Loom premium Eversoft Tees, we didn’t tout low prices or product attributes but instead confidently owned superiority over more basic basics. By piggybacking on social media memes - the shirtless selfie - this effort drove unprecedented engagement and overwhelmingly positive sentiment for this 165-year-old brand.
