Hanes Launches New Hanes Originals Campaign With a Fun and Rebellious Twist on the Victorian Age
Hanes journeys back to its 1901 beginnings for the new “Make Yourself Comfortable” campaign featuring cinematic advertising spots to begin airing in April
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.
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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
“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
The ads launch during the NBA Playoffs on
Tapping into consumer insights on Hanes and honing in on the brand’s pillars, Hanes partnered with
“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
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.
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
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