Although American consumers have extremely high awareness of the Fruit of the Loom brand, they associate it primarily with underwear. Because of low profit margins on socks, management sought a way to generate sales, without resorting to paid advertising.

Challenge

• Build consumer awareness and market share for Fruit of the Loom (FOL) socks in key markets, among middle income adults, 18-49.

Strategy

• Use nostalgia for the 50's to forge alliances with popular local radio stations reinforce in three test markets
• Arrange “Sock Hops” and Trivia Contests

Execution

• Held FOL Sock Hops in conjunction with local "Oldies" radio stations
• FOL provided the talent
• Stations handled logistics (tickets; venue) and promoted the event on air
• Secured "easy listening" radio stations (without ad buys) for Trivia Contests
• Fruit of the Loom supplied participating stations with 100 trivia Q&As related to feet plus 3-packs of socks as prizes
• DJs required to repeat FOL advertising tagline – "Fruit of the Loom, where quality and value run in the family... right down to the toes" – on air every time a trivia question was asked or answered

Results

• 2,500 people attended the FOL Sock Hops
• FOL Sock Hops generated nearly 1,000 radio on-air brand mentions, valued in excess of $150,000
• FOL Sock Hops were covered by daily newspapers and local television
• FOL Trivia Contests were broadcast by 19 radio stations, generating more than 1,250 on-air brand mentions, valued at $50,000 in total
• Overall program generated 3.5 million impressions
• Share of market increased for FOL value-priced socks
• FOL expanded the program to 12 additional cities in Year II