Hanes Stretches 'Be You' Lingerie Message to Blunt Victoria's Gains

Brandweek,  June 12, 2000  by Sandra Dolbow

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Hanes Her Way is looking to gloss up the image of its stretch cotton and satin bras and panties via new advertising and in-store efforts to raise awareness and repeat purchases.

Hanes, which is eyeing double-digit growth over the next three years, will invest $20 million behind its ongoing "Hanes Be You" campaign from July-December. The company spent $13 million on ads for all of 1999, per Competitive Media Reporting.

New TV and print, via Long Haymes Carr of Winston-Salem, N.C., will run in 12 women's titles, including Ladies' Home Journal, Cosmopolitan and Fitness. Photographer Dennis Manarchy, Chicago, shot both efforts with an upscale, sophisticated look.

Tags play off the "Be You" theme: For the cotton-stretch panty, "Be Free. Be You," emphasizes freedom of movement; "Be all that. Be You," tags the cotton-stretch bra and panty, to convey confidence.

TV ads, planned for summer and holiday runs, portray women in various stretch moves, doing yoga and other maneuvers.

"We're taking Hanes Her Way to the next level so we can play with big-time players such as Victoria's Secret, which offers aspirational product through specialty channels," said Robin Graves, director of Hanes Her Way mega marketing.

"We want women to know Hanes Her Way offers the same product and glamour at places where they're already shopping," said Graves.

Hanes has also signed on as sponsor of Lifetime's Intimate Portrait series from July-December.

Between TV and print, the ads will reach 95% of women aged 18-49. In-store promos continue giveaways polybagged into six-packs of cotton panties, which regularly sell for $7.99 but will be priced $1 less for the promo. Coupons will also support.

Future trial-generating promos for the holidays and consumer events, possibly in partnership with magazines, are in the works as well as more on-pack offers. In-store signage and new colors will aim to drive repeat sales.

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