Hanes reinvents foundational brand creative direction with bold marketing
Hanes is shifting to a bolder marketing style through its "Get Comfortable" campaign, using four scenarios to depict wearers feeling confident in awkward situations because of their comfort. The campaign was crafted by agency Special U.S. and comes with a brand identity update, marking the first major creative move since its parent company was acquired by Gildan.
Key Takeaways:
- Hanes is adjusting its brand messaging to show how the comfort of its apparel can make wearers feel confident, even in awkward or taboo situations. The message comes from a press release shared with Marketing Dive.
- The new campaign includes four short ad spots depicting different scenarios, such as a man having his pants pulled down as a prank at a bar, and a woman shopping in a supermarket wearing only underwear. The protagonists remain calm throughout thanks to the confidence boost from Hanes.
- The "Get Comfortable" campaign will run across social, online video, retail, display, and owned channels nationwide, while Hanes is also running out-of-home ads around New York City. The brand has also updated its logo to align with the new creative direction.
Deep Dive:
Hanes is embracing bolder marketing with its "Get Comfortable" campaign. As the flagship project of a larger creative transformation for the over-125-year-old brand, the basics label positions the campaign and logo update as a deliberate break from past messaging, emphasizing a more daring and entertaining persona. The launch follows the acquisition of parent company HanesBrands by competitor Gildan Activewear for $2.2 billion late last year.
Some Hanes ads focus on situations that typically trigger anxiety nightmares, such as being caught with your pants down at a bar or supermarket, but the ads emphasize how Hanes helps wearers easily navigate potential embarrassment and project a calm, cool demeanor. Other ads have a playful slice-of-life feel.
One spot, titled "Keep Em On," pans across an apartment floor strewn with clothes before landing on a couple cuddling in bed—with Hanes socks peeking out from under the covers as the only visible part of their attire. The series was directed by Nick Ball and shot on film.
Hanes is also running out-of-home ads in New York transit hubs that continue the same theme. One ad reads "Très Cheek" and features a close-up of a woman's rear in red Hanes underwear. The ads also showcase Hanes' updated logo—the brand's iconic red flag icon floating above the wordmark.
Agency partner Special U.S., which Hanes appointed as its lead agency in 2024, created the "Get Comfortable" campaign and logo refresh. This is the independent agency network's New York office's first major campaign under its new leadership team, including Executive Creative Directors Kasia Canning and Estefanio Holtz.