Fooling customers by dressing up a "cheap" product as something more expensive is something we've seen done several times recently by food brands such as McDonald's and Lidl.
Now Fruit of the Loom has tried the same thing, taking its underwear out of their plastic packaging and displaying it in a ritzy-looking lingerie boutique named "Frut" for several times the price. As this video shows, customers were completely taken in, and even Victoria's Secret Angel Lindsay Ellingson was fooled when she was invited to stop by. It's a neat way of promoting the product's quality, and exposing fancy packaging for what it is.
Crispin Porter & Bogusky was responsible for the stunt, and also for a humorous new Fruit of the Loom ad promoting its Ladies Breathable underwear, which was directed by Jonathan Krisel of "Portlandia."