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“So we saw that as a big opportunity for us to understand that consumer a little bit better: how they’re shopping, what products that they want, and we’re going to be very focused and targeted on going after that consumer.”įalken called the Comfort Flex Fit Pouch “a breakthrough and the most innovative product introduction in the category in decades.” In testing prior to the introduction, Hanes found that 71 percent of men reported that they had never worn boxer briefs with a pouch construction. “We have a lot more share, absolute share, in the over 35, and the growth is coming in the under-35,” he said. in both the over-35 and under-35 age groups. In the company’s fourth-quarter earnings call in early February, Stephen Bratspies, chief executive officer of Hanesbrands Inc., said the company holds the number-one market share position in men’s underwear in the U.S.

While some older guys may be caught off guard, the marketing plan and the tone of the campaign may appeal more to younger guys, a category in demand for the brand. Online advertising will run in various editorial and social platforms, with influencer campaigns appearing on Twitter, TikTok, Facebook and Instagram.Īlthough Falken wouldn’t say how large the media spend is for the campaign, the budget is being increased in the double digits, Hanes said. They will air during the NCAA Division I Men’s basketball tournament and will be shown on CBS, TNT, TBS and TruTV. The Comfort Flex Pouch product recently had a soft launch at retail at stores including Walmart, Kohl’s and Macy’s, Falken said, and “results are good and the reviews strong.” Hanes is expecting “a big splash” after the ads launch beginning today. The ads are intended to “perfect the idea of being secure and supported,” she said, adding that she believes they are “clever,” and intentionally “surprising coming from Hanes.” Falken described him as “a guru” to lead guys through the product’s features and functions. The ads feature a character named Hans in his home, riding a bull, rock climbing and resting in a hammock wearing the underwear. We didn’t see any distaste or dislike for the language we’re using.” So we took a lighthearted approach to the marketing and we’re very comfortable that guys will respond to it. “We wanted to push the envelope on humor and get guys talking about it.

#HANES BOXER BRIEFS COMMERCIAL HOW TO#

“We’ve been working on this product for a while and how to best talk to guys about it,” she said. Sidney Falken, chief branding officer for Hanes, said the company tested the campaign before giving it the green light, and results were positive.

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How Tina Turner Made Hanes Hip, Plus the Singer's Other Noteworthy Ad Campaigns

Hanes boxer briefs commercial