Kinda Ridiculous. Kinda Awesome.
The campaign needed to stop the audience's constant scroll and get them to share content. But, like, how? By tricking them into thinking it was actually a campaign about fashion. We riffed on the sexy, over-the-top fashion advertising of the '80s and '90s, and created a faux brand of jeans to lure in our audience: Fruit on the Bottom Jeans. Indeed, with their bedazzled backsides, Fruit on the Bottom Jeans were about to become the hot new denim trend.
Everything about our social campaign reads real fashion – the bedazzled rumps, the precarious poses, the befuddled male. Then, wait, what? Ah, yes, the old parody trick gets us every time. (It got our viewers, too.)
Don't Take Our Word For It
We enlisted beloved influencers in the fashion, pop culture, and comedy world to help tout our story, with some big-time exposure results.
It Was A Fruit Frenzy
Everybody wanted to get their hands on some bottom.