Just waitll we get our brand on you
Just waitll we get our brand on you
FOR those who have been waiting for Hanes to revive “Just wait’ll we get our Hanes on you,” the wait is over - kinda sorta.
In a campaign…which is being billed as the largest in years for the Hanes apparel brand, the “Just wait’ll” theme, so successful in the 1990s, returns with a bit of tailoring as “Look who we’ve got our Hanes on now.”
Also being revived is the idea of using a roster of celebrities to sell Hanes underwear, sleepwear, socks and other clothing, rather than the single-star approach the brand has recently taken in featuring Michael Jordan. Mr. Jordan remains, joined initially by Damon Wayans, Matthew Perry and [actress] Marisa Tomei….
Brands “have to keep themselves fresh with consumers to be relevant,” said Sidney Falken….Hanes brand champion at Sara Lee Branded Apparel…a division of the Sara Lee Corporation.
Because “consumers know this brand really well,” Ms. Falken said, the idea of using celebrities they may not expect to see endorsing Hanes is meant to convey that the Hanes name can be found on apparel that is more stylish, colorful and comfortable than they may expect.
This updating of the brand would be compelling if the new messaging were left unchanged from the original Just wait’ll we get our Hanes on you.
Just wait’ll is a powerful position, a valuable piece of mental real estate, creating an evocative mental connection. One quality of the Just wait’ll positioning is how it leaves room for continual updating of the brand through the use of multiple contemporary endorsers.
In contrast, Look who we’ve got our Hanes on now is all about self-laudatory Hanes talking about themselves (”look at us”) rather than talking about the consumer. The original ’90s campaign talks about and to the consumer (”our product on you”), which made the positioning so effective.
Look who we’ve got our Hanes on now also assumes a top-of-mind audience recall of the successful ’90s campaign, an extra mental processing step forcing the consumer to devote more time and work even harder to connect up brand relevance today.
Simple is hard. In branding, often the best answers are those demonstrating a brand promise through compelling simplicity. Resisting the temptation to gussy up an already powerful brand position is often the hardest task of all.
Just waitll we get our brand on you - To learn more about this author, visit Steve Cranford's Website.
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Hanes, the venerable underwear retailer, has decided to revive their classic brand positioning from the 1990s and put it back to work. The question is why did they ever ditch this strategy? As reported in the New York Times:
FOR those who have been waiting for Hanes to revive “Just wait’ll we get our Hanes on you,” the wait is over - kinda sorta.
In a campaign…which is being billed as the largest in years for the Hanes apparel brand, the “Just wait’ll” theme, so successful in the 1990s, returns with a bit of tailoring as “Look who we’ve got our Hanes on now.”
Also being revived is the idea of using a roster of celebrities to sell Hanes underwear, sleepwear, socks and other clothing, rather than the single-star approach the brand has recently taken in featuring Michael Jordan. Mr. Jordan remains, joined initially by Damon Wayans, Matthew Perry and [actress] Marisa Tomei….
Brands “have to keep themselves fresh with consumers to be relevant,” said Sidney Falken….Hanes brand champion at Sara Lee Branded Apparel…a division of the Sara Lee Corporation.
Because “consumers know this brand really well,” Ms. Falken said, the idea of using celebrities they may not expect to see endorsing Hanes is meant to convey that the Hanes name can be found on apparel that is more stylish, colorful and comfortable than they may expect.
This updating of the brand would be compelling if the new messaging were left unchanged from the original Just wait’ll we get our Hanes on you.
Just wait’ll is a powerful position, a valuable piece of mental real estate, creating an evocative mental connection. One quality of the Just wait’ll positioning is how it leaves room for continual updating of the brand through the use of multiple contemporary endorsers.
In contrast, Look who we’ve got our Hanes on now is all about self-laudatory Hanes talking about themselves (”look at us”) rather than talking about the consumer. The original ’90s campaign talks about and to the consumer (”our product on you”), which made the positioning so effective.
Look who we’ve got our Hanes on now also assumes a top-of-mind audience recall of the successful ’90s campaign, an extra mental processing step forcing the consumer to devote more time and work even harder to connect up brand relevance today.
Simple is hard. In branding, often the best answers are those demonstrating a brand promise through compelling simplicity. Resisting the temptation to gussy up an already powerful brand position is often the hardest task of all.
Just waitll we get our brand on you - To learn more about this author, visit Steve Cranford's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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