TikTok and Gen Z—how a ban could impact brands’ marketing strategies

Fruit of the Loom, a brand founded more than 170 years ago, started planting seeds with Gen Z last year when it introduced its “fruit people” mascots on TikTok in a marketing refresh. It was the first appearance for the classic mascots—apple, grapes, and a currant leaf—since the early 2000s, and the strategy shows how TikTok became a place where vintage brands reach new customers and revive dormant parts of their identities.