DALLAS: The Richards Group is giving new meaning to the term "press
briefing" with a PR campaign recently launched for Fruit of the
The agency has sent 500 sample boxes of Fruit of the Loom underwear to
reporters at such magazines as Seventeen, Cosmo Girl, Urb, and Details
as part of a new PR campaign to modernize the underwear maker's
The PR efforts accompany a new TV ad campaign, also by Richards, which
is running on major networks, with syndicated shows, and with cable
Richards will also handle IR for Fruit of the Loom as the company
emerges from bankruptcy. "By the first quarter of next year, we hope to
have quite a turnaround story to tell," said Ruth Fitzgibbons, Richards'
principal of PR. Richards picked up the ad and PR work for Fruit of the
Loom last October.
A marketing budget has not been disclosed, though six Richards staffers
are working on PR and IR, while 12 are working on advertising for the
The Chicago-based underwear maker wants to appeal to teens and urban
consumers, as well as women and men younger than its traditional
audience. "We're using tactics for the editorial media to contemporize
the brand," Fitzgibbons said.
Richards is watching for other PR opportunities. A recent newspaper
report that Chicago Cubs slugger Sammy Sosa doesn't change underwear
when on a hot streak prompted Richards to send him 24 pairs of Fruit of
the Loom, which garnered press coverage.