Hanes Launches New Hanes Originals Campaign With a Fun and Rebellious Twist on the Victorian Age

Rhea-AI Summary

Hanes, America's leading underwear brand, has launched the "Make Yourself Comfortable" campaign, celebrating its legacy and introducing the Hanes Originals collection. This initiative recalls the brand's roots from 1901, presenting a modern twist on comfort and style.

The campaign features various ad formats, including a two-minute cinematic spot and three 30-second clips, all showcasing Hanes Originals against the backdrop of Victorian-era discomfort. The ads will debut during the NBA Playoffs on major networks such as ESPN and ABC.

Hanes highlights the importance of comfort in clothing, encouraging consumers to embrace their individuality. The campaign aligns with the broader branding strategy of reaching a diverse audience with modern essentials, available across major retailers and online.

Positive

• Launch of the 'Make Yourself Comfortable' campaign emphasizing Hanes' heritage and innovation.
• Introduction of Hanes Originals, the largest cross-category collection in the brand's history.
• Campaign aims to attract a diverse audience by promoting comfort and individuality.

Negative

• None.

Hanes journeys back to its 1901 beginnings for the new “Make Yourself Comfortable” campaign featuring cinematic advertising spots to begin airing in April

WINSTON-SALEM, N.C.--(BUSINESS WIRE)--

Hanes, America’s No.1 Brand of Underwear¹, is giving a nod to its heritage in its new “Make Yourself Comfortable” campaign, set in the Victorian Age of 1901. The advertising spots support Hanes Originals, the largest cross-category collection in Hanes’ nearly 125-year-old history.

Hanes journeys back to its 1901 beginnings for the new “Make Yourself Comfortable” campaign featuring cinematic advertising spots to begin airing in April. (Photo: Business Wire)

“Make Yourself Comfortable” injects an adventurous, youthful and fresh take on comfort, while honoring the 1901 origin story and the notion that Hanes invented comfort. Hanes worked with The Martin Agency to create four separate spots – a long-form, cinematic, two-minute spot that tells the full story and three 30-second spots that feature bold, colorful, modern styles in the new Hanes Originals collection set against the stuffy, uncomfortable backdrop of 1900’s American society.

“Going back to 1901 serves as a nod to Hanes’ iconic history while helping consumers to view the brand’s origin story reimagined through a modern lens,” said Sandra Moore, VP, brand marketing, Hanes & Intimates. “We leaned into our brand promise with Hanes Originals and went even deeper, examining the true meaning of comfort – both from a physical sense and emotionally. Hanes Originals lets our consumers embrace their originality, departing from the stuffy fashions of the early 1900’s to embrace comfort in a way that feels relevant, stylish and fun to a diverse and modern audience.”

The ads launch during the NBA Playoffs on ESPN, ABC and TNT. The full Hanes Originals campaign is supported with social and digital media as well as through organic social and influencer marketing, reaching the sweet spot of our consumers.

Tapping into consumer insights on Hanes and honing in on the brand’s pillars, Hanes partnered with The Martin Agency to bring to life a unique view of Comfort. “When you feel good in your clothing, you’re able to feel comfortable being 100% your unfiltered, unequivocal self. The Victorian Age (1900s) provided the perfect backdrop to put this spin on Hanes’ origin story of the invention of comfort,” said Rushil Nadkarni, associate creative director, The Martin Agency.

“We took an unexpected approach to these spots to showcase the grandeur of Hanes’ beginnings, build the tensions of discomfort, and visually showcase how feeling comfortable can help achieve style, individuality and ultimate freedom,” said Moore.

Hanes chose a very American, rebellious, iconic music track, Heart of Glass by Blondie, for the campaign that intentionally puts a modern twist on a historic setting. While the scenes were grounded in period appropriate music, Blondie’s catchy tune transcends time to become the anthem of the comfort revolution.

The “Make Yourself Comfortable” campaign invites consumers to embrace modern style without having to sacrifice comfort. Hanes Originals, which features the largest cross-category collection of styles in the brand’s history, delivers a reinvigorated take on modern essentials. An assortment of men’s, women’s, boys’, and girls’ innerwear including t-shirts, tanks, bras, socks, and underwear, as well as a wide array of activewear like hoodies, joggers, leggings, shorts and dresses are available now at major retailers, Hanes.com and retailer websites.

The “Make Yourself Comfortable” campaign is rolling out nationwide beginning April 11 and commercials can be viewed HERE.

For more information about Hanes Originals, visit www.hanes.com or follow us on Instagram, Facebook, Twitter, TikTok, and YouTube.

About Hanes

Hanes, America's No. 1 apparel brand, 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.

About HanesBrands

HanesBrands (NYSE: HBI) makes everyday apparel that is known and loved by consumers around the world for comfort, quality and value. Among the company’s iconic brands are Hanes, the leading basic apparel brand in the United States; Champion, an innovator at the intersection of lifestyle and athletic apparel; and Bonds, which is setting new standards for design and sustainability. HBI employs 51,000 associates in 32 countries and has built a strong reputation for workplace quality and ethical business practices. The company, a longtime leader in sustainability, has set aggressive 2030 goals to improve the lives of people, protect the planet and produce sustainable products. HBI is building on its unmatched strengths to unlock its #FullPotential and deliver long-term growth that benefits all of its stakeholders.

¹ The NPD Group L.P./ U.S. Consumer Tracking Service/ Unit Share and Dollar Share 12 ME Feb, 2022

View source version on businesswire.com: https://www.businesswire.com/news/home/20230411005282/en/

Kirk Saville, Kirk.Saville@hanes.com

Nicole Ducouer, Nicole.Ducouer@hanes.com

Source: HanesBrands

FAQ

What is the focus of the Hanes 'Make Yourself Comfortable' campaign?

The campaign focuses on celebrating Hanes' legacy and introducing the new Hanes Originals collection with a modern twist on comfort.

When did the Hanes 'Make Yourself Comfortable' campaign launch?

The campaign began rolling out nationwide on April 11.

Where can I watch the Hanes commercials for this campaign?

The commercials will air during the NBA Playoffs on major networks like ESPN, ABC, and TNT.

What products are included in the Hanes Originals collection?

The Hanes Originals collection includes men's, women's, boys', and girls' innerwear, as well as activewear items.

How does the Hanes campaign leverage consumer insights?

Hanes partnered with The Martin Agency to create ads that highlight consumer comfort and individuality, aiming to resonate with a modern audience.