Gen-Z Opps: Fruit of the Loom launches TikTok content series to attract younger consumers (Score 27)

Sales lead: Get in touch if you can help this company appeal to Gen-Zers. 

• Fruit of the Loom (FL) brought back the "Fruit People" for a new TikTok content series.
• The "Fruit Guys" originally appeared in FL's TV ads in the 1970s, but the company changed the name to be gender inclusive. 
• The videos roll out on Instagram Reels later on.
• This is part of the company's strategy to reach Gen-Z on social media.

Target demographic: Gen-Z

The company will likely: 

• Ramp up digital spend
• Keep experimenting with new ways to appeal to Gen-Zers
• Partner with social media influencers
• Partner with agencies that can help it reach a younger audience

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: FL has not aired a national TV ad so far this year.
• 2021-2022 spend: Full-year spend plummeted from $10.3m in 2021 to $134.5k in 2022. 
• 2022 programming: It placed ads during programming such as Diners, Drive-Ins and Dives, Law & Order: Special Victims Unit, Guy's Grocery Games, 9-1-1, and Chicago P.D. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: FL spent about $1m on digital display ads YTD, down 63% from $2.7m spent in this channel during the same time period of 2022. 
• YTD data: 77.2m impressions via desktop video (62%), Instagram (15%), desktop display (11%), Facebook (9%), and mobile display (3%). 
• 2021-2022 spend: Full-year spend fell by 39% from $5.7m in 2021 to $3.5m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as twitch.tv, instagram.com, t-shirtforums.com, facebook.com, and target.com. It placed 1% of these ads indirectly through Google AdX+AdSense and an unknown channel onto sites such as target.com, walmart.com, t-shirtforums.com, fandom.com, and wrestlingforum.com. 

Additional channel insights  

• Vivvix: FL also utilizes OOH and local broadcast.
• Top podcasts sponsored: Fresh Air, Spittin Chiclets, Business Story of the Day: NPR, and Hagmann Report. 

Agency analysis:

• Opportunity: Those of you who have had success reaching Gen-Z will have the best shot of picking up some of FL's business.
• Current roster:
  • GSD&M: creative, social, & media AOR
  • Investis Digital: digital AOR
  • Edelman: PR AOR