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Hanes Introduces FreshIQ Technology Innovation across Men’s Apparel Basics to Drive Organic Growth, ‘End the Smellfie’
Hanes Introduces FreshIQ Technology Innovation across Men’s Apparel Basics to Drive Organic Growth, ‘End the Smellfie’
November 7, 2016 at 8:00 AM EST
Hanes, a Brand Known for Delivering Superior Comfort, Becomes First to Add Advanced Odor Protection Benefit to Everyday Underwear and Socks; Supports Innovation Across Core Line with Whiff of Humor
This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20161107005554/en/
(Graphic: Business Wire)
Hanes FreshIQ underwear and socks, which offer
antimicrobial protection, for men 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
“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
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
“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
Visit www.Hanes.com for additional information on FreshIQand other Hanes products.
View source version on businesswire.com: http://www.businesswire.com/news/home/20161107005554/en/
Source:
HanesBrands
Matt Hall, 336-519-3386
or
Carole Crosslin,
336-519-3201
Data Provided by Refinitiv. Minimum 15 minutes delayed.