Fruit of the Loom: It's So Light You Won't Notice by CP+B

Fruit of the Loom claims you won’t even notice you’re wearing the company’s new EverLight underwear. To drive the point home, the undergarments maker is betting most people won’t notice stacks of money and free underwear hidden nearly in plain sight in various locations in New York City and online.

A new campaign by CP+B is built on the fact that people don’t acknowledge advertising, and plays off various marketing tropes that try to grab attention but now go mainly unnoticed, like QR codes and posters with fine print. The campaign was approached as a social experiment to see how many people would notice the hidden money.

CP+B started by putting the packaged underwear all over New York City along with stacks of cash, free for the taking in broad daylight, to see who, if anyone, would notice. They spelled it out on billboards and posters, through QR codes, miniature doors and inflatable wavy men – all with clear instructions on how to get the cash.

In a city of nearly nine million, only six people (so far) have noticed the underwear and cash. The campaign will continue to run online throughout the summer.