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While lucky underwear is a cultural phenomenon in America, no brand has actually ever manufactured real lucky underwear. We decided to change that by taking 2,000 pairs of limited edition Fruit of the Loom underwear on a 10-day, 9-state, 10,632-mile trip across America and infusing them with good vibes from some of the luckiest spots in the nation. Thanks to a great social response from Lucky Looms purchasers, we found that the underwear helped people think positively and start their day a little happier.

Case Study

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Teaser

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Launch

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Packaging Design

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The packaging design was created to encompass on all the different ways we made the underwear lucky. Iconography for each location in a cylinder container made to make them different from a standard pair of Looms. 

Each pair was hand-packaged ensuring the ultimate unboxing experience for each lucky customer. All 2000 pairs had a specially embroidered number along with a matching note. All made by the amazing factory workers at the Fruit of the Loom Factory in Bowling Green, KY.

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Chatter

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Having sold out, some started popping up on resell markets.

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