Fruit of the Loom has launched a promotion that will reward those with new jobs with a fresh set of underwear in order to perk up their first day.

Its Fresh Gigs promotion is part of the company’s larger Start Happy campaign, which emphasizes how wearing comfortable and well-fitting underwear can lift the wearer’s spirits and help boost their mood. As part of this, Fresh Gigs sent a free pair of underwear to LinkedIn users who have recently got a new job in order to help kick-start their new working day.

Especially for you

Over the past few years we’ve seen a range of products and services that offer consumers additional emotional benefits, particularly when it comes to the food and drink they consume. Indeed, this link is well documented: Mintel’s Diet Trends US November 2012 report found that 44% of people agree that “eating makes me feel better when I am sad.”

But more recently we’ve seen other sectors work out ways to integrate emotional benefits into their offerings: everywhere from new building developments to exercise and garments.

Fruit of the Loom’s new campaign follows a similar vein. It turns new underwear into something that can help boost the wearer’s self-esteem and into an occasion in itself. By targeting LinkedIn users who have recently changed employment, it also manages to integrate its brand into a happy time in the user’s life, something that may help foster positive associations.

Other brands that find better ways to target their consumers based on their social media presence as well as integrate multiple benefits into a product are sure to do well.

For a deep and complete analysis of the current situation of consumers and their eating habits, Mintel published the following market research: Diet Trends in the US.
This is an observation from our Inspire trend Mood to Order which looks at how consumers are turning to ingredients that provide emotional, not just nutritional, benefits. To learn more about Inspire click here.