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Gen-Z Opps Update: Hanes brings Hans back in new campaign

Update: The Martin Agency, "Stay Cool, Stay Supported" also brings back Hans, a Fabio-esque character who hangs out at a desert oasis with a camel and a meerkat. The campaign rolled out across the NBA Playoffs and will continue running on TV, OTT, social and digital channels, so sellers able to offer relevant ad space should get in touch soon to secure last-minute ad dollars.

At first glance, this campaign seems like a way to reach more men; however, global brand marketing VP Alvin Chow confirmed that when it comes to men's shorts, women still play a major role; they purchase one of three pairs of men's underwear for the men in the household.

In general, Hanes is currently focused primarily on reaching women. At this point, it's utilizing national TV, digital, paid social, radio, print (magazines) and local broadcast to reach as many Gen-Z  as possible. Read more details about the company's recent spend in the article below.

Agency & martech readers - Keep Hanes your radar for future project-based work. Its roster currently includes creative AOR The Martin Agency, PR AOR Kepler Group.

The article below was originally published on March 17:

Hanes's Intimates business must have needed Moore attention; the company named Sandra Moore as brand marketing VP of its Intimates line. Moore joined from North Coast Automotive Group, where she served as CMO. Hanes will likely bump up its efforts to advertise Intimates, so keep the company on your radar.

iSpot reports that Hanes hasn't yet invested in national TV commercials, but in 2021, it allocated around $11.9m toward commercials that targeted male, sports-oriented audiences watching shows such as College Basketball, MLB Baseball, Bob's Burgers, NFL Football and Family Guy. Hanes had, in comparison, allocated around $6.2m toward this channel in 2020.

According to Pathmatics, the company has spent roughly $1.8m on digital ads YTD, double the roughly $900.4k it spent within the same 2021 timeframe. In 2021, Hanes's estimated full-year spend increased by approximately 4x to $32.2m from that of $8.2m in 2020. So far this year, the company has earned ~253.5m digital impressions via Instagram (46%), Facebook (38%), desktop display (12%), mobile video (3%) and mobile display (1%) ads.

Traditionally, Hanes tends to target men; however, its Intimates business primarily targets women. Its increasing digital spend and reliance on paid socials lead me to believe it's primarily targeting Gen-Z. Sellers able to offer relevant ad space should contact soon to secure some of these increasing ad dollars. Per Kantar data, Hanes also invests in radio, print (magazines) and local broadcast.

Agency & martech readers - I see no glaring signs of imminent agency reviews right now, but you may have a chance of securing project-based work down the road. Right now, Hanes works with creative AOR Kepler Group.