In preparing to launch Hanes ComfortSoft for Women and celebrate the one-year anniversary of the Hanes Perfect Panty, Hanes held a Hollywood-based event to generate buzz among consumer, lifestyle, and entertainment media, as well as celebrities.
Hanes put the event together with the help of Weber Shandwick and BNC (Bragman Nyman Cafarelli).
Idea: Hanes threw a "Panti-monium" party at the Chateau Marmont on the Sunset Strip hosted by Jennifer Love Hewitt, star of CBS' Ghost Whisperer. Hewitt is also a brand spokeswoman for Hanes. "She and Hanes declared that 2006 would be the year of Panti-monium for women everywhere," said Pete Campisi, SVP/management supervisor at WS. Hanes said the idea behind Panti-monium is to encourage women to celebrate all-day comfort.
Tools: Attendees of the event included celebrities, influencers, and consumer, entertainment, and lifestyle media. Campisi said producers and agents also were on hand. Celebrities in attendance included Holly Robinson Peete, as well as women from NBC's The Office, CBS' Survivor, and MTV. Hanes provided manicures, massages, and champagne. There were also models wearing Hanes intimate apparel. Campisi said Hanes will continue its aggressive sampling effort for the Perfect Panty. "People have to see the benefits of the product; they need to wear it, touch it, and feel it," he said.
As for ComfortSoft, Campisi said there "probably will be some more marketing and PR," but couldn't comment further at this time. Hewitt was also on CBS' The Late Late Show with Craig Ferguson talking about the party and the products.
Measurement: Hanes will be measuring the success of the campaign based on product sales and the amount of media hits the promotions get.
Campaign: Panti-monium for Hanes Perfect Panty and ComfortSoft for Women
PR Team: Weber Shandwick, BNC, Los Angeles
Other marketing: General market PR, sampling, and advertising
Launched: April 2006