This You?
Tapping Into Callout Culture, to help
The Brief:
Come up with a social first, attention grabbing idea that re-introduces Gen Z to Fruit Of The Loom.
INSIGHT
INSIGHT
Members of Gen Z are known to spend an average of 9 hrs per day on their phone screens and prolonged use of a smart device can lead to slouched posture, rounded shoulders, and Tech Neck
IDEA
IDEA
FOTL creates THE Perfect T-Shirt for Gen Z, with an incentivized social campaign.
Limited Amiri X FOTL Tee with an Upright GO Original Posture Trainer/Corrector that vibrates when posture is misaligned
EXECUTION
T-Shirt is advertised through socials using popular call out culture to engage people and elicit hilarious video responses
Tech neck challenge is created where half of the 50 limited tees are hidden in random FOTL T- shirt packs (Willy Wonka Vibes) and the rest are gifted to the most humorous video responders
Besides the limited tees, consumers can connect to the Upright Go App & Unlock a $200 dollar Amiri Voucher, if they can go a month without a buzz
“Fruit Of The Loom is rewarding you for being a stand up person”