Hanes is strolling a fantastic line with the marketing campaign to launch its latest males’s underwear.
The Winston-Salem, N.C.-based Hanes, which is the nation’s top-selling underwear producer, has simply created a brand new Consolation Flex Match Complete Help Pouch boxer temporary. The mannequin presents a proprietary, patent-pending pouch building, together with distinctive breathable mesh inserts, and marks one of many largest new product launches within the model’s historical past.
To introduce the underwear, Hanes is taking what it believes is a lighthearted, humorous method within the advertising marketing campaign that debuts right this moment. However the marketing campaign could also be seen by some as offensive.
It facilities round males searching for “ball-ance” and luxury of their underwear and in search of a mode the place “all of your bits should correctly match.” Different traces within the marketing campaign embody: “Let thy dangle be tranquil, Might your truffles by no means shuffle and Much less wrestling, extra nestling.”
Sidney Falken, chief branding officer for Hanes, stated the corporate examined the marketing campaign earlier than giving it the inexperienced mild, and outcomes had been optimistic. “We’ve been engaged on this product for some time and the way to finest speak to guys about it,” she stated. “We needed to push the envelope on humor and get guys speaking about it. So we took a lighthearted method to the advertising and we’re very comfy that guys will reply to it. We didn’t see any distaste or dislike for the language we’re utilizing.”
The adverts characteristic a personality named Hans in his residence, using a bull, mountaineering and resting in a hammock carrying the underwear. Falken described him as “a guru” to steer guys by means of the product’s options and capabilities. The adverts are supposed to “good the thought of being safe and supported,” she stated, including that she believes they’re “intelligent,” and deliberately “stunning coming from Hanes.”
The Consolation Flex Pouch product lately had a delicate launch at retail at shops together with Walmart, Kohl’s and Macy’s, Falken stated, and “outcomes are good and the evaluations sturdy.” Hanes is anticipating “an enormous splash” after the adverts launch starting right this moment. They are going to air in the course of the NCAA Division I Males’s basketball event and might be proven on CBS, TNT, TBS and TruTV. They’ll proceed by means of 2021. Internet marketing will run in varied editorial and social platforms, with influencer campaigns showing on Twitter, TikTok, Fb and Instagram.
Though Falken wouldn’t say how massive the media spend is for the marketing campaign, the finances is being elevated within the double digits, Hanes stated.
Whereas some older guys could also be caught off guard, the advertising plan and the tone of the marketing campaign could attraction extra to youthful guys, a class in demand for the model.
Within the firm’s fourth-quarter earnings name in early February, Stephen Bratspies, chief government officer of Hanesbrands Inc., stated the corporate holds the number-one market share place in males’s underwear within the U.S. in each the over-35 and under-35 age teams. “We have now much more share, absolute share, within the over 35, and the expansion is coming within the under-35,” he stated. “So we noticed that as an enormous alternative for us to grasp that client a little bit bit higher: how they’re procuring, what merchandise that they need, and we’re going to be very targeted and focused on going after that client.”
Falken known as the Consolation Flex Match Pouch “a breakthrough and essentially the most revolutionary product introduction within the class in a long time.” In testing previous to the introduction, Hanes discovered that 71 % of males reported that they’d by no means worn boxer briefs with a pouch building. However after making an attempt the product, 80 % stated they deliberate to purchase the product and suggest it to others. “And guys don’t like to speak about their underwear,” she stated.
A 3-pack of the underwear retails for $16.98.