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So we all have that lucky pair of underwear. That pair you were wearing when you scored the winning goal, that pair you were wearing when that cute boy finally asked you out, or that pair you were wearing when you just happened to win the lottery.
Fruit of the Loom realized the potential the “luck of the Irish” could bring to their business, socially and financially, and decided on something creative to kick-start their Start Happy campaign.
The Start Happy campaign is Fruit of the Loom’s way to prove that positivity can greatly effect someone’s day for the better. Their team believes that by making their product lucky, their customers can physically wear their confidence and start the day right.
Aww, isn’t that cute? And surprisingly relatable.
Fruit of the Loom conducted a recent study that proved that having a lucky charm boosts an American’s positivity (31%), along with their optimism (41%) and confidence (25%). These numbers prove that this stunt has correlated people’s positive feelings to Fruit of the Loom, specifically.
I want a pair.
Then, they took those pairs and passed them via wire though the world’s biggest horseshoe in Illinois.
After that, their team rubbed lucky pennies on each individual pair of lucky looms and then threw the pennies into a wishing well in Chinatown, LA.
Their final attempt to embody as much luck as possible into each and every pair was to “bake” them in a box covered in four-leaf clovers for 7 hours and 77 minutes, in Alaska. Which I guess equals to 8 hours and 17 minutes, but that just wouldn’t work for this whole stunt, would it?
Fruit of the Loom even took one step further and destroyed the pairs of underwear numbered 13 and 666. With so much bad
luck associated with those two numbers, Fruit of the Loom
wanted to keep their promise true.
It’s refreshing to see how Fruit of the Loom used something so simple to connect with its audience and make their product so attractive. Within their first hour of sales, 528 pairs of lucky looms were sold. With popular competitors such as Calvin Klein and Bjorn, Fruit of the Loom used this stunt to not only differentiate themselves from other brand names, but to easily sell their products as well.
“Lucky Looms” were only a fraction of Fruit of the Loom’s Start Happy campaign. Other stunts were “Don’t Sweat It” which was geared toward their activewear including iPhone pockets, and “Fresh Gigs” which was geared toward giving people with new jobs a fresh pair of underwear.
Fruit of the Loom even took this campaign further by taking it to Twitter. Customers who bought the product were encouraged to use the hashtag #LuckyLooms and express their own personal stories and photos about their recently purchased “lucky undies”.
The Start Happy campaign is anything but lucky! The team from Fruit of the Loom strategically thought of everything to make sure their lucky looms were full of luck! I can’t wait for their next campaign so I can grab a pair myself!
McDonald’s restaurants are publicly recognized in six of the seven continents on the planet. The world famous company claims to operate in 119 countries, with over 33,000 restaurants worldwide.
Now with this much branding, how could McDonald’s possibly relate to smaller, more intimate communities?
McDonald’s Australia CMO Mark Lollback knew just the answer.
This year in January, the world famous company changed its name to Macca’s at 13 restaurant locations throughout the country in celebration of Australia Day and its 40th anniversary.
Studies have shown that over 50 per cent of Australians have adopted the bubbly nickname for the world’s most beloved burger joint.
“Aussies are extremely proud of who we are and where we’re from, and part of being an Aussie or being accepted by Aussies is to be given a nickname – it’s a unique and defining element of Australian culture.” – Mark Lollback
As a Public Relations student, I find this campaign quite thoughtful and unique. Nicknames are used as a shorter pronunciation of a name or title, but can also be used as a connection between two people to strengthen their relationship. Lollback’s plan was to strengthen the company’s relationship with its Australian demographic by changing its brand to a commonly known nickname among the people.
As part of the DDB campaign, McDonald’s used TV, print, digital, outdoor, PR and social executions to introduce their new Aussie Tastes Menu. McDonald’s could not have picked a better time to execute this PR Stunt. Physically changing the name on their signs occurred during the first week of January until February 4, during the nation’s holiday when morale was high. This was their final tactic for introducing their new Aussie Tastes Menu.
“One of McDonald’s strengths is our global consistency, but also our ability to meet customer demands locally.” – Mark Lollback
My name is Dylan Cain and I have more nicknames than I can count. Some people call me Dill, while others call me Cainer, Dilly, D-Man, or Dill-Pickle. The list goes on and on. When someone calls me by any nickname, I instantly feel special. McDonalds Australia took this idea upon them to further identify with their audience and make their campaign special, too.