Printer Friendly

PHYLICIA RASHAD, CAROL ALT SIGN TO MAKE COMMERCIALS FOR HANES

 PHYLICIA RASHAD, CAROL ALT SIGN TO MAKE COMMERCIALS FOR HANES
 WINSTON-SALEM, N.C., March 2 /PRNewswire/ -- Apparel manufacturer Hanes, a division of Sara Lee Corporation (NYSE: SLE) has signed Phylicia Rashad of the top-rated "Cosby Show" and supermodel Carol Alt to appear in a new advertising campaign for its Hanes/Hanes Her Way products.
 They are the first two women to contract with Hanes as celebrity endorsers, joining the ranks of athletes Michael Jordan, Joe Montana, Steve Largent and Boomer Esiason.
 "Hanes wants the public to know it makes more than just men's and boys' underwear," said Barry Boyd, executive vice president of marketing for Sara Lee Personal Products. "We're running our heaviest ad campaign ever, featuring all six celebrities, to get that message across."
 The ads show Phylicia Rashad and her daughter Phylea together in Hanes Her Way fleecewear and Cotton Casuals. Carol Alt is shown in a Hanes Her Way Cotton Casuals top and leggings and is also featured wearing Hanes Her Way bras and panties. Throughout the campaign, Michael Jordan, Joe & Jennifer Montana, Steve Largent & family and Boomer Esiason, as well as non-celebrities, are featured in Hanes and Hanes Her Way activewear, underwear, socks and intimate apparel.
 "Hanes is planning significant increases in its advertising spending for the new campaign as part of an aggressive package of marketing support programs for the retailers that carry its products," said Boyd.
 "Hanes has grown to be the number one basic apparel brand by seeing ourselves not just as manufacturers, but as marketing partners with the retailers from which consumers buy our products: customers like K-Mart, Wal-Mart, and Target."
 He said: "The people we use in our ads are number one in their fields as well -- the number one quarterback and the number one basketball player, now a star of a number one sitcom and a top model. But Hanes personalities are also very approachable, with values and interests beyond their work. Phylicia Rashad and Carol Alt are people American women admire and respect."
 The ad campaign, developed by ad agency Long, Haymes & Carr and Lintas: Worldwide, the North Carolina agency's parent company, will begin airing in early March. The commercials will run in network programming such as "Beverly Hills 90210," "Designing Women," "Cosby Show," "Fresh Prince of Bel Air," and "Northern Exposure," daytime programming such as "Days of Our Lives" and syndication such as "The Oprah Winfrey Show."
 Neill Myers, executive vice president of Long, Haymes & Carr, said the commercials are being placed in programming that reaches a general adult audience but that has particular appeal to young adults.
 "There's an excitement and an energy to this campaign, which we're calling, 'Can't wait.' The idea is to communicate that Hanes has evolved to become a more stylish and fashionable brand," she said.
 -0- 3/2/92
 /CONTACT: Barry Boyd of Hanes, 919-519-7067, or Catherine Jarvis, 919-765-3630 or (after March 9) 404-977-7330, or Neill Myers, 919-765-3630, both of Long, Haymes & Carr for Hanes/
 (SLE) CO: Hanes; Sara Lee Corporation ST: North Carolina IN: ADV TEX SU: CON


CM -- CH004 -- 3994 03/02/92 13:00 EST
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Mar 2, 1992
Words:516
Previous Article:GROUP URGES ACTION ON COMPUTER RESERVATIONS SYSTEM RULES
Next Article:PIEDMONT MANAGEMENT COMPANY PROPOSES TO ELIMINATE DUAL CLASS VOTING STRUCTURE
Topics:


Related Articles
ACTRESS PHYLICIA RASHAD HOSTS ONE-HOUR SPECIAL ON 'A KID'S GUIDE TO PARENTING': SYNDICATED TO 120 FAMILY WORKS! TV STATIONS
Phylicia Rashad to Receive 1999 Dorothy I. Height Dreammaker Award.
NCNW Hosts '1999 Tribute to Black Women Community Leaders' National Awards Ceremony.
Cosby's Phylicia Rashad is New Pillsbury Bake-Off Host.
HOLLYWOOD TREACLE ABSENT FROM 'SETTLER'.
"When my father died and I looked at his death certificate," says award-winning actress Phylicia Rashad, "I was shocked to see that it read `cardiac...
MULTIFACETED MATRIARCH PHYLICIA RASHAD IS POISED TO SHINE IN AUGUST WILSON'S 'GEM OF THE OCEAN'.
Hanes Knows Men Crave Comfort; Hanes Introduces the New ComfortSoft(TM) Waistband Underwear for Men and Declares Latest Innovation the 'Most...
The World Premiere of Touchstone Pictures' M. Night Shyamalan's THE VILLAGE.
Phylicia Rashad Reaches Weight Loss Goal; Loses 35 lbs.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters