Page 10 - Hanes x Wolfpack

Product: Hanes underwear
Target Audience: YSG’s both male and female.

Main Message: The comfort of Hanes underwear CREATIVE
Confident Cayla You’ve asked us gives you confidence.

Cayla is very particular when it comes to target YSGs, Reason to Believe: Hanes has a 118 year reputation
to purchasing a brand. She wants but after our of being incredibly comfortable.

brands that empower women and research we call Insight: Many of the big players in the underwear BRIEF &
inspires them to be the best version this group BSDs, industry are attempting to be sexy, using

of themselves. She does most of her BS Detectors, unrealistically beautiful people, all the while Hanes
shopping online, but will also purchase a segment of has remained focus on comfort.
Big Idea: To launch a campaign against the over-
underwear from department stores stylish Gen Z sexualized underwear ads of the competition, like SUMMARY
when she goes to the mall. and Millenials
who’ve grown up #mycalvins and Calvin Klein’s seemingly perfect

being inundated models.
with more Execution: #OurHanes

advertising than
any generation
Relaxed Ryan before them, and The #OurHanes campaign pokes fun at the other major players in the underwear industry by

Ryan doesn’t care much about because of this focusing on the famous #mycalvins campaign which features scantily clad models and celebrities.
the brands he wears. He is more can immediately #ourhanes is a satirical critique of the unrealistic beauty standards these companies push with their

concerned about the comfort that the sense which advertising. This critique, while satirical, has real benefits to Hanes underwear and its place in the
product provides him. He shops at brands are lying market. By positioning Hanes as body positive, Hanes’s competitors will become “body negative” in
mass retailers and buys what he sees to them and which the eyes of consumers. Not only this, but the ads also seamlessly push forward the idea of comfort

first. Often his mom ends up buying are being real. coming from confidence. Hanes not only gives you incredibly comfortable underwear, but it can give
underwear for him and he has little say you the confidence to be yourself, not some perfect model walking a runway. Hanes is and always

in what brands she buys, has been about comfort, therefore the #ourhanes campaign will use the body positive movement to
but he it doesn’t bother him. YSGs / finally establish the ever sought after emotional connection with YSG’s all underwear companies are
looking for, and it will do so without having to reposition the brand at all.
The BS Detectors

TARGET AUDIENCE
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