Hanes Branded Printwear, a division of HanesBrands Inc., Winston-Salem, N.C., has introduced a new “legends of the deep”-themed ad campaign, featuring space aliens, Bigfoot and the Loch Ness Monster.
The campaign, centered on the brand’s tagline, “Comfort Matters,” is a series of six different executions focused on emphasizing product comfort and quality across the entire Hanes portfolio of products using humorous and hyperbolic situations.
“We are excited to kick off 2013 with a new campaign for Hanes that builds on our longstanding reputation for developing engaging ad creative,” says Andrew Verga, marketing manager for Hanes Branded Printwear.
The first ad, which appeared in February print issues, features photos of space aliens wearing the Hanes Ultimate Cotton Fleece Hood with the headline: “Just think, if they had more comfortable hoodies, would we see them more often?”
Additional creative executions that will be rolled out throughout the year will highlight key styles, including Bigfoot in the Beefy-T T-shirt and the Loch Ness Monster sporting the nano-T T-shirt.
CCL Branding, a creative agency based in Winston-Salem, N.C, developed the new ad campaign.
For more information, visit haneslocator.com. — L.M.
