Fruit of the Loom opened 'Früt,' a fake store, to test how women reacted to their products when they were sold as luxury underwear. The store was designed and laid out just like many high-end lingerie brands such as Victoria's Secret. The company had hidden cameras planted to record the reaction of women when the discovered that Früt lingerie was actually Fruit of the Loom.
Some of the ladies who were interviewed initially described prepackaged underwear as "cheap," "inferior" or that it reminded them of grandma's. After entering the new store, many of these women were willing to pay higher prices for the Früt products under the premise that it was luxury underwear and were shocked to find out the lingerie was actually Fruit of the Loom.
The campaign successfully demonstrates how image can impact the way consumers buy. The 'Früt' commercials demonstrate to women that Fruit of the Loom's products are quality, regardless of how they're packaged. On the flip side, businesses can learn from the campaign by making sure to properly develop company and product branding.
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