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Hanes and JetBlue take comfort to new heights
02
Jun '10
Hanes announced a new partnership with JetBlue Airways to provide a “comfort upgrade” to all customers on overnight JetBlue flights in June by giving them a complimentary Hanes Lay Flat Collar Undershirt. Hanes will also screen new airplane-themed ads on channel 41, JetBlue's PlusTV network, airing on all U.S. domestic flights during June.

Hanes will award each eastbound coast-to-coast customer on JetBlue overnight “Shut-Eye” flights with a complimentary Hanes Lay Flat Collar Undershirt. The T-shirt will be an extra component of JetBlue's complimentary Shut-Eye Service that features a Snooze Kit with earplugs, eyeshades, and "good morning" hot towel service.

Throughout the month of June, Hanes will also encourage visitors to the Hanes Facebook page to enter a weekly drawing for a chance to win two JetBlue round-trip travel certificates and a Hanes.com gift card. To enter, fans must complete a submission form on a designated giveaway tab on the Hanes Facebook page. A weekly winner will be selected at random each Friday in June for a total of four winners in all.

The innovative Hanes Lay Flat Collar was born out of research and addresses consumer concerns about the importance of a collar that keeps its shape and does not become wavy (which lead to the “bacon neck” terminology used in the brand's ads). Hanes now offers Lay Flat Collar Dyed Undershirts across all Hanes Men's Pocket Undershirts and Dyed Crews. Additionally, beginning this year, all Hanes products will carry the Comfort Guarantee seal, which reinforces the brand's commitment to superior comfort with a money-back guarantee.

The Hanes and JetBlue Airways connection seemed a fitting collaboration, as both brands strive to deliver quality, value and comfort to customers.

“Hanes has always been committed to providing superior comfort, which is why we are constantly creating new innovations that make people look and feel better,” said Sidney Falken, senior vice president, Hanes brand. “We are very excited about our new humorous airplane-themed ads, which communicate the benefits of our Hanes Lay Flat Collar Undershirts. Partnering with JetBlue Airways to display the ads and sample product seemed like a fun and relatable way to bring the marketing campaign to life.”

“JetBlue continues to seek out partnership opportunities with companies like Hanes to deliver the quality products our customers use and love on the ground to enhance their travel experience in the air,” said Kim Ruvolo, brand manager for JetBlue Airways. “Our goal is to provide customers with true value through everyday perks such as free, unlimited brand-name snacks, more than 140 channels of free live television and radio on personal seatback TVs; first checked bag free; and now, a quality 'comfort upgrade' to all customers flying overnight with a complimentary Hanes Lay Flat Undershirt.”

New Hanes Ads Take Flight
“Bacon Neck” is the first of two television spots and highlights the worn and wavy shape the collar of an old undershirt takes on over time. The humorous spot and the “bacon neck” terminology reinforce that no matter how many times you wear it, Hanes Lay Flat Collar Undershirts won't stretch or take on a wavy shape liked cooked bacon. A voice-over concludes with, “The Lay Flat Collar. Lays flat. Won't bacon. Only from Hanes.”

The second spot titled “Grammar” takes a lighthearted approach to the Lay Flat Collar product name, featuring two men arguing back and forth over which is the more grammatically correct way to say it: Lay Flat or Lie Flat. A voice-over ends the commercial by saying, “the Lay Flat Collar. Lays flat. Or is it lies flat? Only from Hanes.”

Hanes


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