The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
Undercover Color: Dare to Share
Known as a leader in comfort, but not style, Hanes was losing share in the womens underwear category. Competitors were reaching a younger demo by offering panties that were comfortable AND stylish. Millennial women, known for expressing themselves through their personal style, didnt consider Hanes fashionable. Knowing Millennial women share taboo information in public, social contexts, Hanes gave women a platform to reveal their undercover color. Results showed a 17.4-point lift for the statement "Hanes products are for someone like me" vs. women not exposed to the digital campaign.
Brand: HanesBrands Inc.
Client: HanesBrands Inc.
Agency: Starcom MediaVest Group