New Hanes Ad Campaign Implores Women to Make Bras That Slip and Panties That Ride Up a Thing of the Past!
WINSTON-SALEM, N.C., April 12, 2011 /PRNewswire/ — Hanes has launched new national television ads for its women’s intimate apparel, including Hanes ComfortFlex Fit Bras that shape to fit and Hanes No Ride Up Panties that know their place and stay in place. The ads are airing on national network morning, daytime and primetime shows, as well as national cable shows, and will continue throughout the year.
The new campaign, which features the first new Hanes TV ads for women in three years, reinforces the brand’s continued commitment to providing superior comfort. Hanes ComfortFlex Fit Bras and No Ride Up Panties were developed using meticulous consumer research and design innovation to address women’s most dreaded underwear issues: ill-fitting bras and panties that ride up.
“Hanes is synonymous with comfort, and we are proud to offer – and advertise – products that solve women’s most common innerwear problems,” said Sidney Falken, senior vice president, Hanes brand. “Our ComfortFlex Fit Bras use patented design and construction and our No Ride Up Panties use specially-designed with rolled-forward seams to ensure a comfortable fit, no matter how you move. What’s more, all Hanes products carry the Comfort Guarantee Seal, which reinforces our commitment to superior comfort with a money-back guarantee.”
The new talk show-themed television ads, created by The Martin Agency of Richmond, Va., kicked off April 11, are set on a morning talk show similar to the shows Hanes consumers are already watching. The show is a place where the hosts can talk about anything – occasionally even underwear issues. The hosts get themselves into and out of uncomfortable clothing binds with the help of solutions oriented Hanes products. One of the ad’s talk show hosts is played by comedian and actress Arden Myrin, best known for her role on the television show “MADtv” and frequent panelist on E!’s “Chelsea Lately” roundtable.
The marketing campaign will be brought to life through television commercials and Facebook ads. The TV ads will air throughout the year on national network early morning and daytime shows such as “Good Morning America,” “The Early Show,” the “Today” Show” and “The View” as well as prime-time shows including “Modern Family,” “Brothers and Sisters,” “The Good Wife,” “Biggest Loser” and “The Office.” The ads will also be featured on cable networks including ABC Family, BET, Biography Channel, Bravo, Food Network, Hallmark, HGTV, Lifetime, SOAPnet, TBS, TLC and TV Guide.
Hanes, America’s No. 1 Brand of Apparel Essentials(2), is a leading brand of intimate apparel, underwear, sleepwear, socks and casual apparel. Hanes products can be found at leading retailers nationwide and online direct to consumers at www.Hanes.com. Hanes is a flagship brand of Hanesbrands Inc. (NYSE: HBI) (www.Hanesbrands.com).
(1) Retailing Today 2009 Top Brands Survey, Leo J Shapiro & Associates
(2) The NPD Group / Consumer Tracking Service, R12 Feb 10, Units
Contacts: Jennifer Zaitz Bernadette Wallace 212-445-8273 336-519-6250 firstname.lastname@example.org Bernadette.email@example.com Weber Shandwick Hanes