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Fruit of the Loom has tons of products in colors for any mood or occasions — but most shoppers don't know that, and view us as a basic, white underwear brand. To change that perception and show that our colorful underthings can help you start happy, we asked Leatrice Eiseman (Executive Director of the Pantone Color Institute) to take a look at our products and share what each colors means.
We shot a series of 7 interview style videos at the Bainbridge Art Museum with Eiseman, categorized by emotion/incentive. We felt that instead of making a bunch of color theory videos, which — let's be real, only us art nerds care about — we could appeal to our Walmart/Target consumers by relating it to the things they care about, like which colors to avoid on a job interview.
Here are some of my favorites.
CD: Peter Knierim
AD: Stephanie Del Rosal
PRODUCER: Jake Johnson, Nathan Folbrecht
DIRECTOR: Stephen Capstick
AGENCY: CP+B