Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Hanes Panty Ads Touch on Delicate Issue

Hanesbrands is betting that women are ready for a public discussion of a private
problem: wedgies. It is launching one of its biggest ad campaigns yet for a new
line–called Hanes No Ride Up Panty–that is meant to combat what the company
says is women’s biggest complaint about underwear.

The campaign features
actress Sarah Chalke–best known for her role as a klutzy doctor on the TV
series “Scrubs”–who is comfortable with a very physical brand of comedy. In one
spot, Chalke tries to fix her wedgie by shimmying and lunging before a pair of
Hanes panties solves her problem. In a second commercial, she introduces the
underwear to women who are facing the same issue.

~A

Hanes Panty Ads Touch on Delicate Issue – WSJ.com
Underwear commercials aren’t known for pushing the boundaries of acceptability. They tend to emphasize safe, utilitarian concepts like comfort or durability.

But now Hanesbrands is hoping to shake things up with a new ad campaign that uses humor to discuss a delicate subject: wedgies. The company’s new line, called Hanes No Ride Up Panty, is meant to combat what the company says is women’s biggest complaint about underwear.

Filed under: advertising, Consumer, Women

One Response

  1. fermata says:

    wow, this is stupid

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