Hanes new wedgie free panty, guaranteed!

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Posted March 16th, 2008 at 4:58 am

Hanes(R) today announced that it will introduce its new Hanes No Ride Up Panty with advertising featuring actress and comedienne Sarah Chalke in the brand’s latest installment ofits Look Who advertising campaign. The campaign, Chalke’s first with Hanes, will include television spots directed by her Scrubs co-star Zach Braff and print advertising inspired by Chalke’s own wedgie mishap on the red carpet. Motivated by women’s top underwear complaint, the campaign is designed to connect with female consumers in a humorous way
while underscoring the Hanes Comfort Fit promise — panties that won’t ride up and cause the always inopportune wedgie.

“We wanted to address women’s number one panty complaint with humor and candor, while providing an easy and comfortable solution — our new wedgie-free Hanes No Ride Up Panty,” said Sidney Falken, senior vice president, Hanes brand. “Sarah’s uncanny knack for physical comedy and her
approachable personality, as demonstrated by her openness to speak out about her own wedgie experience, make her the perfect person to engage other women and ignite conversation about this campaign while reinforcing
our brand’s Comfort Fit promise.”
Hanes wedgie free brief pantyHanes Hi-cut wedgie free panty
Currently available at retail stores, the Hanes No Ride Up Panty is made with super-soft cotton and rolled forward seams specially designed for a better fit that helps women stay “wedgie-free.”

“I am so glad that Hanes is conquering the dreaded wedgie because it can happen at anytime to anyone — I should know,” said Chalke. “For my first appearance at the Emmy’s, which was also my first time on the red carpet, I chose a gorgeous dress, but made a bad underwear selection. There were cameras everywhere so I had no opportunity to fix anything, especially a wedgie. Now I wear my No Ride Up panties because I love how they fit and I don’t have to worry about tugging them back into place.”

The multi-faceted campaign will include television, print and online advertising, as well as Internet-based social networking, all of which leverage Chalke’s approachable and candid sense of humor. The campaign will showcase the Hanes No Ride Up Panty as a comfortable and stylish remedy to misbehaving underwear. The TV campaign, consisting of two spots, will debut on March 11 with a spot during American Idol. Both spots were directed by actor Zach Braff and styled by celebrity stylist Jessica Paster.

Behind-the-scenes outtakes from the commercial shoot and Chalke’s own “Wedgie Dance” Video can be viewed on the wedgie free website Wedgie free panties
Visitors will also be invited to sign-up for weekly “Wedgie-Free Wednesdays” product giveaways, submit their own wedgie story and rate other stories using the “Blush-O-Meter,” and send humorous e-cards to spread the word about wedgie freedom. In the coming months, consumers will also be able to personalize the Wedgie Dance Video by uploading headshots of themselves and friends.

The Hanes No Ride Up Panty features super-soft cotton, the TAGLESS(R) design Hanes is known for and is purposely designed to never ride up with rolled-forward seams that provide a better, more comfortable fit. Marked with the Comfort Fit seal, the No Ride Up Panty is available in a variety of colors and prints, as well as styles including bikinis, hipsters, hi-cuts, briefs and low rise briefs, and retails for $6-8 for a multi-pack.
Hanes products can be found at leading mass merchandise retail stores
nationwide and online direct to consumers.

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