Hanes Wants Men to Up Their FreshIQ

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Hanes Wants Men to Up Their FreshIQ

Hanes is launching FreshIQTM Advanced Odor Protection Technology across its line of men's underwear, socks, T-shirts and fleece products.

Hanes FreshIQ underwear and socks for men, which offer antimicrobial protection, are available at major retailers and directly to consumers through the brand's website and in owned stores. Additional products will be introduced through fall of 2017. Marketing support, including a campaign to "End the Smellfie," debuted Oct. 31 with national television commercials and coordinated digital advertising.

"FreshIQ will differentiate Hanes and be a competitive advantage in the marketplace - exactly what we are trying to accomplish with our Innovate to Elevate strategy," said HanesBrands CEO Gerald W. Evans Jr. "We are the first mainstream brand to include odor-control technology in everyday underwear and socks, and research among consumers indicates that this benefit will generate organic core growth in our basics line."

Sidney Falken, chief branding officer for HanesBrands, added, "We are really proud of our long history of innovations that provide consumers with superior comfort. From the Tagless T-shirt to X-Temp underwear and socks to ComfortFlex Fit bras, we are on a mission to make the world a more comfortable place."

FreshIQ is an antimicrobial finish that physically inhibits bacteria growth. Textiles naturally aid in the growth of bacteria by providing nutrients, and odor is a byproduct of bacterial growth during the time period in which the product is worn.

The brand's FreshIQ marketing takes a lighthearted, relatable approach to product benefits, turning the issue of odor into an opportunity for consumers to feel fresher and be more confident throughout their day.

The End the Smellfie campaign highlights men in a variety of settings — at the office, in a wedding and on a bus — doing "self-checks," such as an underarm sniff, for freshness. But Hanes FreshIQ offers consumers a "smarter way to stay fresh." Television commercials can be seen on ESPN, and on programs such as the NFL on CBS and The Tonight Show Starring Jimmy Fallon, among others. Digital advertising will run on Facebook and Instagram.

"Hanes is obsessed with comfort and that includes helping our consumers be more confident," Falken said. "Our research indicates FreshIQ will be the biggest news for Hanes since the launch of the Tagless T-Shirt, which fueled double-digit growth for the brand."

Consumers who want to breathe easy in what they are wearing can find Hanes FreshIQ products online at www.Hanes.com and in stores at Wal-Mart, Target, Kohl's, JCPenney and other retailers, where robust displays will offer consumers bonus packs to drive trial.

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