We were lucky to have Tony Cavalero of The Righteous Gemstones bring our spokes-guru to life, directed by Paul Briganti of Tool/SNL. The TV - combined with Social, PR, and a tik tok challenge - completely sold out the product in a matter of days on Amazon, and changed younger male audience’s habits to purchase at hanes.com. It was the 120 year old company’s most successful product launch to date.
The briefs offered amazing support but we thought they could do more. What if a pair of underwear could also make you feel supported emotionally?
Well they can, if you put inspirational sayings on the waistbands. Which is exactly what we did. To create some buzz we created a glitter bomb project, through social listening, connecting with influencers, athletes and people in pop culture we got our limited-edition briefs to guys who needed a little extra support.