Fruit of the Loom's Juicy Characters Join TikTok

And they're coming for you, Gen Z

For those of you keeping track, it's been 12 years since we last saw Fruit of the Loom's "Fruit People" in advertising. Not only is the wait over, but Apple, Leaf, Green Grape and Purple Grape have joined TikTok, ripe for Gen Z eyeballs.

The social campaign, from GSD&M, adds another player to the salad: Fruit of the Loom's chief TikToker, whose job is to go viral with the team while showing how the characters interact in workplace scenarios.

"Fruit of the Loom is always looking to brighten our customers' days and our social media content is one of the ways we get creative and have fun with our brand," says Bryse Yonts, director of brand communications for Fruit of the Loom. "We've recently used legacy elements such as our logo in content, but reinvented for a modern audience, and our followers have loved it. So, we can't wait to introduce the 'Fruit People' to a new set of fans."

The brand wants to connect with a younger demographic, and the Fruit People will return via Instagram Reels as well as TikTok. We'll get a series of humorous videos that channel social media trends and riff on IRL scenarios, like return-to-the-office policies.

"Fruit of the Loom has been making people look and feel good throughout our history and many customers who have shopped with us over the past several decades know and love us for our brand heritage," Yonts says. "We want to bring Fruit of the Loom into its next chapter by taking the best parts of our past and reshaping them for this next generation."

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.