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Hanes unveils men's ComfortBlend undershirts collection
Aug '12
Hanes, America’s No.1 Men’s Apparel Brand, unveils the second installment of humorous advertisements showcasing new men’s underwear products. Launching, basketball legend and longtime Hanes spokesman Michael Jordan reveals the latest Hanes comfort innovation, the men’s ComfortBlend collection.

Developed in response to in-depth consumer research and product testing, the ComfortBlend collection features a 50/50 cotton/poly blend fabric that delivers superior softness with less shrinkage after washing. ComfortBlend undershirts are available in both Lay Flat Collar Crew and V-Neck styles in classic white and black.

In addition to ComfortBlend undershirts, Hanes has extended this ultra-soft line to underwear bottoms, including boxer briefs available in black and gray along with blues and heather, all boasting the reliable fit Hanes customers value and have come to expect.

“Hanes strives to always be at the forefront of comfort innovation, which means we’re constantly researching consumer needs to deliver products that always help them look and feel their best,” said Sidney Falken, chief branding officer, Hanes. “Our new ComfortBlend fabric combines unparalleled softness with the quality we’re known for so we encourage men to clean out their drawers and make room for our softest undershirt and boxer briefs ever.”

To showcase the superior softness of ComfortBlend undershirts, Hanes enlisted longtime spokesman, Michael Jordan to star in a new ad, which exaggerates the core product benefit – superior softness – in an entertaining way. The ad centers on a group of young men hanging out at home.

Two of the friends notice the third’s unconventional undershirt, which prompts them to ask, “So dude, what’s up with the kittens?” The camera pans to their friend to reveal that he is wearing several white kittens as a shirt explaining, “they’re super soft.”

In response, his friend simply suggests wearing a Hanes ComfortBlend undershirt which is “just as soft, but also an actual shirt.” Michael Jordan suddenly appears to settle the score by remarking, “Dude? Wow.” while shaking his head and walking away.

On the heels of the recent “Tags are annoying, so we got rid of them” ad campaign launched in spring 2012, this campaign aims to introduce the ComfortBlend collection in a humorous tone that promises to entertain consumers, while driving home the main message of the product’s benefits.

The new ad will run on high-profile sports programming such as Major League Baseball (TNT, ESPN, MLB Network) and on entertainment networks such as ABC, TBS, Comedy Central, Spike and SyFy. In addition to the comical TV spot, the campaign will also be supported on Hanes social channels through product sampling and video seeding.


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