After a 10-year hiatus from major advertising, Hanesbrands Inc. is set to launch a multimillion-dollar TV and national print ad campaign for its department store bra brand Bali. Company officials would not be specific about the budgeted amount.
The label has estimated annual wholesale revenues of $700 million to $750 million, according to the WWD 100 list of best-known brands. It was acquired in 1970 by the Hanes Co., which was renamed Sara Lee Corp. in 1980. Bali became part of the Hanesbrands spin-off from Sara Lee this past September.
Entitled “Live Beautifully,” the black-and-white TV and print campaign created by Kraftworks of New York and photographed by Peter Lindbergh will focus on the simple pleasures of life, such as a leisurely walk on the beach, children playing and laughing in the sand, and a sunny morning spent sipping coffee. It features tag lines such as “When I Wear Bali I feel Beautiful” and “When I Feel Beautiful I Am.”
Fifteen- and 30-second TV spots will begin appearing April 15 on prime time network and cable, including HBO, Oxygen and E. Print ads will drop in the May editions of 13 magazines such as Vogue, Cookie, In Style, Harper’s Bazaar, People, US Weekly and O, The Oprah Magazine.
Angela Hawkins, marketing director for Bali, said the company decided to embark on a new campaign after more than a decade because “[Hanesbrands] is a new company and Bali has grown to be one of our most prominent brands. So, we have significant growth planned for the Bali brand and plan to make it contemporary, targeting women in the 30s mind-set.”
Addressing the Bali customer, Hawkins said, “She’s self-assured, alluring and at the top of her game. She’s happy with the way she lives and it shows.”
Hawkins noted that the brand’s positioning is based on “extensive market research,” including a national survey of 1,000 women. The top reason for feeling beautiful that was given by women 35 to 54 was how they live their lives, while women 18 to 34 said they felt beautiful because someone told them they were and they were pleased with their appearance.
Related Articles
You May Also Like
The main question in the survey, which was conducted by global market research firm Synovate, was: “Would you rather live a beautiful life or possess a beautiful body?” Ninety-three percent of the respondents said they would prefer to live a beautiful life, Hawkins said.
Other key points in the survey are:
- 92 percent believe women put too much emphasis on being physically beautiful.
- 96 percent think society considers outer beauty more important than inner beauty.
- 83 percent would choose to have overwhelming inner beauty instead of overwhelming outer beauty.br>
- 78 percent think feeling beautiful most often results from self-acceptance.
- 29 percent singled out Sandra Bullock as the most beautiful celebrity, followed by 21 percent for Oprah Winfrey and 20 percent for Angelina Jolie.
The campaign will highlight bras and panties from three groups: Passion for Comfort, a “comfort” bra with silky-smooth lining and lightly padded straps that retails for $30; a Seductive Curves Underwire bra that offers shaping, support and a deep-plunge neckline at $31, and full-cut Cotton Creation panties priced at $8 each or three pair for $21. Bra cup sizes will start at 34B and go to 40DD; undies will be sized S-XL in four silhouettes: bikini, high-cut, boyshort and brief.
The TV ads, scheduled to run through July, will coincide with the relaunch of the Bali Web site, balicompany.com, which will feature a “Beauty Concierge” to assist consumers in finding the right bra. The site will also feature the Bali Bra Club that will provide a schedule of fit events, as well as tips on living a beautiful life.
“We want to elevate the content and be able to generate more consumer engagement,” Hawkins said. “There will
also be a section where consumers can describe and share their beautiful moments with
viewers.”