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Fruit of the Loom tries on new ad agency

BOWLING GREEN, Ky. — Fruit of the Loom has chosen Crispin Porter + Bogusky to oversee and manage advertising for the Fruit of the Loom, Vanity Fair and Russell Athletic brands.

The leading international, vertically integrated basic apparel and athletic goods company’s brands include Fruit of the Loom, Vanity Fair, Russell Athletic and Spalding. It is an independent wholly owned subsidiary of Berkshire Hathaway, which is chaired by Warren Buffett.

One of the world’s largest manufacturers and marketers of underwear, intimate apparel, casualwear, athletic apparel and equipment, Fruit of the Loom is looking to CP+B to build on the momentum started with the heritage brand’s new campaign launched during the 2012 Summer Olympics.

“We are thrilled to bring on board such a stellar ad agency as CP+B,” says Kelly Thompson, SVP, brand communications, Fruit of the Loom. “Their fresh perspective will infuse bold, creative thinking on the marketing of our brands that will strengthen consumer engagement."

"We are truly excited about the opportunity, and to help create some new momentum with the American consumer," says Steve Babcock, VP and executive creative director, CP+B.

With a list of clients which includes Kraft, Best Buy, Microsoft, Old Navy and Arby’s, CP+B, Boulder was one of four finalists in Fruit of the Loom’s search. It was named “Interactive Agency of the Year” three times at the Cannes Lions International Advertising Festival, “Agency of the Decade” by Advertising Age and “Agency of the Year” 13 times in the trade press. It is the only agency to have won the Grand Prix at Cannes in every major category.

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