Hanes Invites Women To Join Candid Color-Filled Intimates Conversation
America's No. 1 Apparel Brand Encourages Women to Reveal Their "Undercover
Color" As Part of its New Advertising Campaign and Product Launch
WINSTON-SALEM, N.C., Aug. 1, 2013
WINSTON-SALEM, N.C., Aug. 1, 2013 /PRNewswire/ -- Hanes, America's No.1
Apparel Brand, is unveiling a brighter, more colorful look this summer. Hanes
has launched panties, bras and teesfeaturing on-trend patterns and vibrant
hues,that reflect Hanes' ongoing color-filled conversations with millennial
women around the country. The brand's deep understanding of women's changing
taste towards more contemporary styles and shades helped to inspire the new
color infusionin Hanes' most recent line of intimates and tees. In
celebration of their fun and fresh fashions, Hanes is inviting women to join a
candid conversation by revealing what color underwear they're wearing because
a women's "Undercover Color" is an important reflection of her personality and
mood from day to day.
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The "Undercover Color" campaign invites women to dish on their color of choice
for their intimates by leveraging Twitter as the primary vehicle for this fun
and engaging dialogue. Using the dedicated #undercovercolor hashtag, fans are
invited to playfully reveal what color intimates they are donning, which will
result in the unveiling of underwear color trends by location on the site's
campaign hub, www.undercovercolor.com.
"Hanes has always been known for comfort and quality," said Sidney Falken,
Chief Branding Officer, Hanes. "The Undercover Color campaign gives us a fun
way to let women know about all the great fits and vibrant colors we now
Hanes is launching the "Undercover Color" discussion on Twitter by inviting
women across the country to answer a simple question: "What color underwear
are you wearing?" The campaign's dedicated hub, UndercoverColor.com, showcases
underwear color trends by region. Each week, through August 30, 2013, Hanes
will give away stylish fashion finds, curated by popular style blogger Gala
Darling. To participate, fans can simply tweet and share one of the playful
tiles from the site.
No purchase necessary. See Official Rules for details.
Unveiling New Colorful Products on TV
Women will first be introduced to Hanes' contemporary and colorful products
via dynamic and engaging TV ads launching this week. The new TV commercials
will feature women of all shapes and sizes dressed in various colors as they
move into position to form colorful patterns that are revealed when the camera
pans out. The ad will be featured across a mix oftop-rated programming in
early morning, daytime, and primetime, as well as cable entertainment
Talking Color and Style
Hanes' Undercover Color campaign also includes partnerships with style
experts, such as Robert Verdi and influential fashion bloggerssuch asGala
Darling, Jenni Radosevich (I Spy DIY) and Karen Blanchard (Where Did U Get
That).The experts will provide color-inspired tips and trends, featuring
their favorite Hanes products including:
oWomen's Panties: Available in a variety of colors and styles, Hanes
panties are a perfect fit for every body.
oComfortFlex Fit Bra: Offering superior fit and support, ComfortFlex Fit
Bras in traditional and bandini styles feature a simple sizing system and
a smooth look under any outfit.
oLive.Love.Color Tee:These tees are available in various colors and styles
to help women feel bright and carefree all season long.
For even more style inspiration, Hanes fans can visit UndercoverColor.com
tolearn about color trends, see what their favorite color says about their
personality, and enter to win colorful and stylish prizes.
Hanes, America's No. 1 Apparel Brand, is a leading brand of intimate
apparel, underwear, sleepwear, socks and casual apparel. Hanes products can be
found at leading retailers nationwide and online direct to consumers at
www.Hanes.com. Hanes is a flagship brand of Hanesbrands Inc. (NYSE: HBI)
 The NPD Group / Consumer Tracking Service, R12 Feb 10, Dollar Share
Contacts: Gillian Kushner Bernadette Wallace
Weber Shandwick Hanes
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