A Brand Collaboration
30,000 ft in the making
Agency
GSD&M
Client
Fruit of the Loom & Southwest Airlines
Industry
Apparel & Travel
Work Type
Brand Activation & Brand Collaboration
Agency
GSD&M
Client
Fruit of the Loom &
Southwest Airlines
Industry
Apparel & Travel
Work Type
Brand Activation &
Collaboration
Background
When designer brands started charging sky-high prices for basic comfort, Fruit of the Loom couldn’t let that fly. So we teamed up with Southwest Airlines on the Getaway Collection, a travelwear collection that put money back into the pockets of travelers… literally
Deliverables
In addition to a satirical photoshoot and custom “luxury” packaging, we partnered with comedy influencer Caroline Ricke—known for parodying the ultra-wealthy—to help launch The Getaway Collection.
Results
The Getaway Collection—Fruit of the Loom and Southwest’s limited drop of sweats priced like couture but packed with gift cards—took off fast, fueling buzz online, driving fans to Fruit.com, and proving comfort and value could own the travelwear conversation.
3 Mins
Before selling
Out on Fruit.com
151%
Spike in Fruit.com web traffic
$ 200
Resale price by scalpers on Ebay
272 m
Impression across social media
Working With Caroline
So What'S Next?
If Fruit and Southwest could change the travelwear industry, see how Fruit changed their underwear with this rebrand or how IBM could turn AI into the GRAMMY's breakout performer.
So What'S Next?
If Fruit and Southwest could change the travelwear industry, see how Fruit changed their underwear with this rebrand or how IBM could turn AI into the GRAMMY's breakout performer.
