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Hanes — the brand of $4.5 billion Hanesbrands Inc. — is getting a makeover with a new Undercover Color advertising campaign that breaks this week.

The multimillion-dollar marketing launch will be Hanes’ first foray into multimedia channels for women’s products, which have traditionally featured basic T-shirts, active-inspired bras and undies in plain colors and traditional silhouettes.

This story first appeared in the August 2, 2013 issue of WWD. Subscribe Today.

In an effort to capture the Millennial consumer with a more contemporary look, the new colorful direction of Hanes innerwear features on-trend prints and bold, vibrant hues that executives believe will add excitement to a mix of classic underwear and updated items such as low-rise boyshorts, unconstructed “Bandini” bra tops and the ComfortFlex Fit Bra.

What sets the latest campaign apart from other major ad campaigns that Hanes has engaged in over the years is the focus on women in all shapes and sizes — not an endorsement from an aspirational celebrity or athlete.

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The concept behind the campaign is to invite women to dish on their color of choice for their intimates by leveraging Twitter as the primary vehicle for a dialogue. Using the dedicated #undercovercolor hashtag, fans are asked to playfully reveal what color undies and tops they are wearing. The results will be featured in underwear color trends by region such as New York or Los Angeles on the site’s campaign hub, Women across the U.S. will be asked one simple question: “What color underwear are you wearing?” Women can also enjoy color visualizations, amusing mood boards, and a chance to win fashionable gifts chosen by style blogger Gala Darling, through Aug. 30.

“The Undercover Color campaign gives us a fun way to let women know about all the great fits and vibrant colors we now offer,” said Sidney Falken, chief branding officer for Hanes.

In addition to the Twitter launch, the new TV commercials will feature women of all shapes and sizes dressed in various colors as they move into position to form colorful patterns that are revealed when the camera pans out. The ad will be featured across a mix of programming in early morning, daytime and prime time around hit shows like “Modern Family,” as well as cable entertainment shows. There will also be a billboard in Times Square.

Additionally, the campaign includes partnerships with style experts such as Robert Verdi and fashion bloggers including Jenni Radosevich (I Spy DIY) and Karen Blanchard (Where Did U Get That).

Addressing the campaign’s objective, David Robertson, director of marketing for Hanes, said, “We wanted to showcase great new colors and styles for women in a way that was innovative, fun and unexpected, not only for our current consumers, but also to strengthen our opportunity for reaching Millennials.”

Maria Teza, vice president and general manager of panties and shapewear at Hanes, said the company wanted to “change women’s perception of the Hanes brand.”

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