Hanes has launched a national tour to expose men to its T-shirts and underwear.
A foursome of female brand ambassadors kicked off the Hanes ComfortZone in the Southeast. Traveling in a branded SUV, the women will use a variety of interactive games and giveaways to engage guys to experience the product firsthand before the tour ends this fall.
A variety of stops will be made at guy friendly events across the country, such as the Atlanta Braves vs. St. Louis Cardinals series in Atlanta this month and the country music concerts by Kenny Chesney and Toby Keith in August.
Gathering places called Remote ComfortZones will be set up outside the events with couches, plasma screen TV’s, food, drinks, and music.
During the events, the brand reps will encourage men in the crowds to change their underwear—literally. They’ll ask guys to enter a Hanes-branded “changing booth” and swap their current underwear for a new pair of Hanes ComfortSoft Boxers. On the way out, their old underwear will be sealed in a toxic waste bag and placed in an “environmental hazard” receptacle, Hanes said.
Free products will be given away during spontaneous visits to local fire stations, softball tournaments, college campuses and other places where guys hang out.
Advertising agency Ngage is handling the advertising and promotion for Hanes.
In conjunction with the tour, Hanes has launched an interactive Web site, Hanes.com/ComfortZone, featuring videos taken by the Comfort Force, including before-and-after interviews with the guys who tried the Hanes underwear. Photos take with the brand reps can be downloaded and tour updates are available.
Hanes Comfort Force, get updates on where the tour is headed next and learn more about ComfortSoft products.
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