America’s No. 1 Apparel Brand Encourages Women to Reveal Their “Undercover Color” As Part of its New Advertising Campaign and Product Launch
WINSTON-SALEM, N.C., August 1, 2013 /PRNewswire/ — Hanes , America’s No.1 Apparel Brand, is unveiling a brighter, more colorful look this summer. Hanes has launched panties, bras and tees featuring on-trend patterns and vibrant hues that reflect Hanes’ ongoing color-filled conversations with millennial women around the country. The brand’s deep understanding of women’s changing taste towards more contemporary styles and shades helped to inspire the new color infusion in Hanes’ most recent line of intimates and tees. In celebration of their fun and fresh fashions, Hanes is inviting women to join a candid conversation by revealing what color underwear they’re wearing — because a women’s “Undercover Color” is an important reflection of her personality and mood from day to day.
The Undercover Color campaign invites women to dish on their color of choice for their intimates by leveraging Twitter as the primary vehicle for this fun and engaging dialogue. Using the dedicated #undercovercolor hashtag, fans are invited to playfully reveal what color intimates they are donning, which will result in the unveiling of underwear color trends by location on the site’s campaign hub, www.undercovercolor.com.
“Hanes has always been known for comfort and quality,” said Sidney Falken, Chief Branding Officer, Hanes. “The Undercover Color campaign gives us a fun way to let women know about all the great fits and vibrant colors we now offer.”
Hanes is launching the Undercover Color discussion on Twitter by inviting women across the country to answer a simple question: “What color underwear are you wearing?” The campaign’s dedicated hub, UndercoverColor.com, showcases underwear color trends by region. Each week, through August 30, 2013, Hanes will give away stylish fashion finds, curated by popular style blogger Gala Darling. To participate, fans can simply tweet and share one of the playful tiles from the site, like:
My mom warned me about girls who wear red panties. I didn’t listen. #UndercoverColor Red
No purchase necessary. See Official Rules for details.
Unveiling New Colorful Products on TV
Women will first be introduced to Hanes’ contemporary and colorful products via dynamic and engaging TV ads launching this week. The new TV commercials will feature women of all shapes and sizes dressed in various colors as they move into position to form colorful patterns that are revealed when the camera pans out. The ad will be featured across a mix of top-rated programming in early morning, daytime, and primetime, as well as cable entertainment programs.
Talking Color and Style
Hanes’ Undercover Color campaign also includes partnerships with style experts, such as Robert Verdi and influential fashion bloggers such as Gala Darling, Jenni Radosevich (I Spy DIY) and Karen Blanchard (Where Did U Get That). The experts will provide color-inspired tips and trends featuring their favorite Hanes products including:
Women’s Panties: Available in a variety of colors and styles, Hanes panties are a perfect fit for every body.
ComfortFlex Fit Bra: Offering superior fit and support, ComfortFlex Fit Bras in traditional and bandini styles feature a simple sizing system and a smooth look under any outfit.
Live.Love.Color Tee: These tees are available in various colors and styles to help women feel bright and carefree all season long.
For even more style inspiration, Hanes fans can visit UndercoverColor.com to learn about color trends, see what their favorite color says about their personality, and enter to win colorful and stylish prizes.
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Hanes, America’s No. 1 Apparel Brand¹, 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. Hanes is a flagship brand of Hanesbrands Inc. (NYSE: HBI) (www.Hanesbrands.com).
1 The NPD Group / Consumer Tracking Service, R12 Feb 10, Dollar Share.