Hanes rebrands with bold advertising campaign
125-year-old brand emphasizes comfort in provocative new approach.
1Brand's New Face
Hanes breaks from its 125-year history with the 'Get Comfortable' campaign, adopting a bolder and more entertaining brand identity. The ads highlight how people feel at ease even in embarrassing situations. The brand aims to build a more authentic connection with consumers through this approach.
2Daring Scenarios in Ads
The campaign features unconventional scenarios like a man getting pantsed at a bar or a woman grocery shopping in her underwear. However, characters wearing Hanes remain unfazed. The brand communicates how its products provide comfort and confidence in any situation.
3New Logo and Creative Direction
Along with the campaign, Hanes refreshed its logo. The brand's iconic red flag emblem now appears with new typography. Specially shot film ads are complemented by out-of-home placements across New York City.
4Agency Partnership and Creative Team
The campaign was developed by Special USA, the agency Hanes began working with in 2024. This marks the first major project from the agency's New York office under its new creative leadership. Nick Ball directed the commercial films.
5Industry Transformation Winds
Hanes' move follows parent company HanesBrands' $2.2 billion acquisition by Gildan Activewear last year. The brand aims to develop a younger, more dynamic identity under new ownership. Industry observers are closely watching this transformation.
6Appealing to Consumer Psychology
Hanes' new strategy focuses on modern consumers' pursuit of comfort and confidence. The brand stands out by breaking traditional underwear marketing molds. Whether this bold move will start a new industry trend remains to be seen.
Original article: Marketing Dive — Hanes marka stratejisini cesur reklamlarla yeniliyor