Role: Strategy, Insight Development, Art Direction, Copywriting
Project: Fruit of the Loom – Student Work – Concept developed during One School program
Deliverables: Cultural Insight, Campaign Strategy, Messaging Concept
The Comfort Revolution
Fruit of the Loom has long championed comfort — but mostly for men. “The Comfort Revolution” flips the script, repositioning the brand’s women’s collection to confront the unspoken truth: a lot of women’s underwear is uncomfortable by design. This campaign boldly (and humorously) takes aim at thong culture, celebrating 100% cotton briefs as the ultimate act of rebellion — and self-respect.
Overview
The approach
“Why are women still choosing discomfort?”
From Skims to Victoria’s Secret, women’s underwear is often built for aesthetics — not comfort. But a cultural shift is happening. Comfort is no longer a compromise — it’s a statement.
This campaign taps into a deeper truth: women are tired of sacrificing comfort to fit a standard that was never really made for them. So Fruit of the Loom offers a new POV: ditch the coochie prisons, wear what feels good.
why it matters
This mock campaign repositions Fruit of the Loom as more than a legacy basics brand — it becomes a cultural voice for comfort, body autonomy, and everyday confidence. With humor, empathy, and a bit of DIY energy, “The Comfort Revolution” reminds women that comfort isn’t boring — it’s revolutionary.
Campaign Components
Bold Messaging
The core line — “Join the Comfort Revolution” — is paired with anti-thong headlines like “Free the Cheeks” and “Break Up with Lace.” Messaging lives across social, OOH, and branded content.
♻️ Thong Transformations
Rather than trash the thongs, we give them new life. Playful, DIY-style series invites people to up-cycle their old thongs into functional or decorative items (e.g., hair ties, plant holders, art). Comfort meets creativity meets sustainability.
Social-First Rollout
Meme-style posts, TikTok challenges, and how-to reels bring the message to Gen Z and Millennial audiences, inviting them to show off their transformed thongs and join the comfort movement.
Product Spotlight
The campaign also centers FOTL’s best-selling cotton briefs — no padding, no mesh, no nonsense. Just breathable, body-positive underwear.
