Hanes is taking an engaging, light-hearted approach to marketing the solution that Comfort Flex Fit® Total Support Pouch™ offers men who are uncomfortable with what is going on in their pants. The campaign focuses on how the right boxer briefs can help men find the ball-ance to comfortably and confidently face whatever their days may hold. “Cradle your nethers and your life will be light as a feather,” says Actor Tony Cavalero who plays the role of “Hans,” Hanes’ ball-ance guru with an approach to life as unique as his underwear.
The revolutionary product offers a proprietary, patent-pending pouch construction, including unique breathable mesh inserts, that helps men feel secure, separated and supported. Along with superior support, the new design provides all-day comfort so “there’s less wrestling, more nestling.”
“Comfort is at the core of the Hanes brand and helping consumers be more confident is our obsession,” said Jaye Powell, vice president and general manager, men’s underwear and socks, HanesBrands. “We set out to redefine what it means for men to be truly comfortable and confident in their underwear and the innovative Comfort Flex Fit® Total Support Pouch™ boxer briefs are the result. This product will make men rethink their underwear.”
Wear testing proved just that. Nearly three quarters (71%) of men reported that they had never worn boxer briefs with a pouch construction. But after wearing Hanes Comfort Flex Fit® Total Support Pouch boxer briefs, approximately 80% of men across age ranges and sizes planned to buy the product and recommend it to a friend.
“We listened to our consumers every step of the way – from product design to wear testing,” said Greg Hall, HanesBrands’ chief consumer officer. “For most men, the Comfort Flex Fit® Total Support Pouch™ boxer briefs provide a level of comfort they didn’t know existed, and that’s the kind of consumer solution we deliver. And we’re proud to be introducing this exciting product with an equally exciting marketing campaign.”
