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HBI » Topics » Marketing

These excerpts taken from the HBI 10-K filed Feb 19, 2008.
Marketing
 
Our strategy is to bring consumer-driven innovation to market in a compelling way. Our approach is to build targeted, effective multimedia advertising and marketing campaigns to increase awareness of our key brands. Driving growth platforms across categories is a major element of our strategy as it enables us to meet key consumer needs and leverage advertising dollars. We believe that the strength of our consumer insights, our distinctive brand propositions and our focus on integrated marketing give us a competitive advantage in the fragmented apparel marketplace.
 
In 2007, we launched a number of new advertising and marketing initiatives:
 
  •  We featured Jennifer Love Hewitt in a new television, print and online advertising campaign that began in March 2007 in support of the launch of the Hanes All-Over Comfort Bra with ComfortSoft straps. The campaign includes new television, print and online ads.
 
  •  We launched our latest “Look Who” advertising campaign featuring Cuba Gooding Jr. and Michael Jordan in July 2007, in support of the new Hanes ComfortSoft Collection for Men, which includes the Hanes ComfortSoft undershirt and ComfortSoft underwear.
 
  •  Also in July 2007, we launched The Hanes ComfortZone Tour, a mobile marketing initiative focused on making men comfortable using a mixture of interactive elements to expose them to the Hanes ComfortSoft undershirts and underwear. The tour featured a team of brand ambassadors using an array of interactive games and giveaways to help men experience ComfortSoft product innovation first hand.
 
  •  In November 2007, we launched the first campaign for our Champion brand since 2003, a national advertising campaign featuring a new tagline, “How You Play.” The campaign which includes print, out-of-home and online components, is designed to capture the everyday moments of fun and sport in a series of cool and hip lifestyle images.
 
  •  In the Spring of 2007, we launched a new “Live Beautifully” campaign for our Bali brand. The print, television and online ad campaign features Bali bras and panties from its Passion for Comfort, Seductive Curve and Cotton Creations lines.
 
  •  We launched an innovative and expressive advertising and marketing campaign called “Girl Talk” in September 2007 in which confident, everyday women talk about their breasts, in support of our Playtex 18 Hour and Playtex Secrets product lines.
 
In October 2007, we announced a 10-year strategic alliance with The Walt Disney Company. Key features of the alliance include:
 
  •  Hanes will be the presenting sponsor of the Rock ‘n’ Roller Coaster Starring Aerosmith, one of the most popular attractions at Disney-MGM Studios in Florida.
 
  •  Hanes will have a customizable apparel venue in Downtown Disney at Walt Disney World Resort that will enable guests to design and personalize their own custom T-shirts and other items.


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  •  Champion will have naming rights for the stadium at Disney’s Wide World of Sports Complex, the nation’s premier amateur sports venue. In addition to Champion Stadium, there will be brand placement and promotional opportunities throughout the complex.
 
  •  We will have in-store promotional and brand building opportunities at eight ESPN Zone restaurants and stores located across the country.
 
  •  Hanes and Champion will have category exclusivity for select apparel at Disneyland Resort in Anaheim, Calif., Walt Disney World Resort and Disney’s Wide World of Sports Complex Stadium, both in Florida, and all eight ESPN Zone stores.
 
  •  Our products, including T-shirts and tanks and fleece sweatshirts, sweatpants, hoodies and other family fleece, including infant and toddler items, will be co-labeled, including Disneyland Resort by Hanes, Walt Disney World by Hanes, Disney’s Wide World of Sports Complex by Champion and ESPN Zone by Champion.
 
Marketing


 



Our strategy is to bring consumer-driven innovation to market in
a compelling way. Our approach is to build targeted, effective
multimedia advertising and marketing campaigns to increase
awareness of our key brands. Driving growth platforms across
categories is a major element of our strategy as it enables us
to meet key consumer needs and leverage advertising dollars. We
believe that the strength of our consumer insights, our
distinctive brand propositions and our focus on integrated
marketing give us a competitive advantage in the fragmented
apparel marketplace.


 



In 2007, we launched a number of new advertising and marketing
initiatives:


 


































































  • 
We featured Jennifer Love Hewitt in a new television, print and
online advertising campaign that began in March 2007 in support
of the launch of the Hanes All-Over Comfort Bra with
ComfortSoft straps. The campaign includes new television,
print and online ads.
 
  • 
We launched our latest “Look Who” advertising campaign
featuring Cuba Gooding Jr. and Michael Jordan in July 2007, in
support of the new Hanes ComfortSoft Collection for Men,
which includes the Hanes ComfortSoft undershirt and
ComfortSoft underwear.
 
  • 
Also in July 2007, we launched The Hanes ComfortZone
Tour, a mobile marketing initiative focused on making men
comfortable using a mixture of interactive elements to expose
them to the Hanes ComfortSoft undershirts and underwear.
The tour featured a team of brand ambassadors using an array of
interactive games and giveaways to help men experience
ComfortSoft product innovation first hand.
 
  • 
In November 2007, we launched the first campaign for our
Champion brand since 2003, a national advertising
campaign featuring a new tagline, “How You Play.” The
campaign which includes print, out-of-home and online
components, is designed to capture the everyday moments of fun
and sport in a series of cool and hip lifestyle images.
 
  • 
In the Spring of 2007, we launched a new “Live
Beautifully” campaign for our Bali brand. The print,
television and online ad campaign features Bali bras and panties
from its Passion for Comfort, Seductive Curve and
Cotton Creations lines.
 
  • 
We launched an innovative and expressive advertising and
marketing campaign called “Girl Talk” in September
2007 in which confident, everyday women talk about their
breasts, in support of our Playtex 18 Hour and Playtex
Secrets product lines.


 



In October 2007, we announced a
10-year
strategic alliance with The Walt Disney Company. Key features of
the alliance include:


 


























  • 
Hanes will be the presenting sponsor of the Rock
‘n’ Roller Coaster Starring Aerosmith, one of the most
popular attractions at
Disney-MGM
Studios in Florida.
 
  • 
Hanes will have a customizable apparel venue in Downtown
Disney at Walt Disney World Resort that will enable guests to
design and personalize their own custom T-shirts and other items.





10




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  • 
Champion will have naming rights for the stadium at
Disney’s Wide World of Sports Complex, the nation’s
premier amateur sports venue. In addition to Champion
Stadium, there will be brand placement and promotional
opportunities throughout the complex.
 
  • 
We will have in-store promotional and brand building
opportunities at eight ESPN Zone restaurants and stores located
across the country.
 
  • 
Hanes and Champion will have category exclusivity
for select apparel at Disneyland Resort in Anaheim, Calif., Walt
Disney World Resort and Disney’s Wide World of Sports
Complex Stadium, both in Florida, and all eight ESPN Zone stores.
 
  • 
Our products, including T-shirts and tanks and fleece
sweatshirts, sweatpants, hoodies and other family fleece,
including infant and toddler items, will be co-labeled,
including Disneyland Resort by Hanes, Walt Disney
World by Hanes, Disney’s Wide World of Sports
Complex by Champion and ESPN Zone by Champion.


 




This excerpt taken from the HBI 10-K filed Sep 28, 2006.
Marketing
 
Our strategy is to bring consumer-driven innovation to market in a compelling way. Our approach is to build targeted, effective multi-media advertising and marketing campaigns regarding our portfolio of key brands. In addition, we will explore new marketing opportunities through which we can communicate the key features and benefits of our brands to consumers. For example, in fiscal 2005, we launched a comprehensive marketing campaign titled “Look Who We’ve Got Our Hanes on Now,” which we believe significantly increased positive consumer attitudes about the Hanes brand in the areas of stylishness, distinctiveness and up-to-date products. We believe that the strength of our consumer insights, our distinctive brand propositions and our focus on integrated marketing give us a competitive advantage in the fragmented apparel marketplace.
 
This excerpt taken from the HBI 8-K filed Sep 5, 2006.

Marketing

Our strategy is to bring consumer-driven innovation to market in a compelling way. Our approach is to build targeted, effective multi-media advertising and marketing campaigns regarding our portfolio of key brands. In addition, we will explore new marketing opportunities through which we can communicate the key features and benefits of our brands to consumers. For example, in fiscal 2005, we launched a comprehensive marketing campaign titled “Look Who We’ve Got Our Hanes on Now,” which we believe significantly increased positive consumer attitudes about the Hanes brand in the areas of stylishness, distinctiveness and up-to-date products. We believe that the strength of our consumer insights, our distinctive brand propositions and our focus on integrated marketing give us a competitive advantage in the fragmented apparel marketplace.

 

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Table of Contents

EXCERPTS ON THIS PAGE:

10-K (2 sections)
Feb 19, 2008
10-K
Sep 28, 2006
8-K
Sep 5, 2006

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