Contacts:
Jennifer Zaitz
Bernadette Wallace
212-445-8273
336-519-6250
jzaitz@webershandwick.com
Bernadette.wallace@hanesbrands.com
Weber Shandwick
Hanes
Hanes® and JetBlue Airways
Take Comfort to New Heights
Overnight Flights with Complimentary Hanes Lay Flat Collar Undershirts
New Hanes Airplane-Themed Ads to be Screened on JetBlue’s PlusTV Network
WINSTON-SALEM, N.C.,
June 1, 2010 – Hanes today announced a
new partnership with JetBlue
Airways to provide a “comfort upgrade” to all customers on overnight JetBlue flights
in June by giving them a complimentary Hanes Lay Flat Collar Undershirt. Hanes
will also screen new airplane-themed ads on channel 41, JetBlue’s PlusTV
network, airing on all
Hanes will award each eastbound
coast-to-coast customer on JetBlue overnight “Shut-Eye” flights with a
complimentary Hanes Lay Flat Collar Undershirt. The T-shirt will be an extra component of JetBlue’s
complimentary Shut-Eye Service that features a Snooze Kit with earplugs, eyeshades,
and "good morning" hot towel service.
Throughout the
month of June, Hanes will also encourage
visitors to the Hanes Facebook™ page to
enter a weekly drawing for a chance to win two JetBlue round-trip travel
certificates and a Hanes.com gift card. To enter, fans must complete a
submission form on a designated giveaway tab on the Hanes Facebook page (www.facebook.com/hanes).
A weekly winner will be selected at random each Friday in June for a total of
four winners in all.
The innovative Hanes Lay Flat Collar was born out of
research and addresses consumer concerns about the importance of a collar that keeps
its shape and does not become wavy (which lead to the “bacon neck” terminology
used in the brand’s ads). Hanes now offers Lay
Flat Collar Dyed Undershirts across all Hanes
Men’s Pocket Undershirts and Dyed Crews.
Additionally, beginning this year, all Hanes
products will carry the Comfort Guarantee seal, which reinforces the brand’s
commitment to superior comfort with a money-back guarantee.
The Hanes and JetBlue Airways connection
seemed a fitting collaboration, as both brands strive to deliver quality, value
and comfort to customers.
“Hanes has always been committed to
providing superior comfort, which is why we are constantly creating new
innovations that make people look and feel better,” said Sidney Falken, senior
vice president, Hanes brand. “We are very excited about our new humorous airplane-themed
ads, which communicate the benefits of our Hanes
Lay Flat Collar Undershirts. Partnering
with JetBlue Airways to display the ads and sample product seemed like a fun
and relatable way to bring the marketing campaign to life.”
“JetBlue continues
to seek out partnership opportunities with companies like Hanes to deliver the quality products our customers use and love on
the ground to enhance their travel experience in the air,” said
Kim Ruvolo, brand
manager for JetBlue Airways.
“Our goal is to provide customers with true value through everyday perks such
as free, unlimited brand-name snacks, more than 140 channels of free live television
and radio on personal seatback TVs; first checked bag free; and now, a quality ‘comfort
upgrade’ to all customers flying overnight with a complimentary Hanes Lay Flat Undershirt.”
New Hanes
Ads Take Flight
“Bacon Neck” is the
first of two television spots and highlights the worn and wavy shape the collar
of an old undershirt takes on over time.
The humorous spot and the “bacon neck” terminology reinforce that no
matter how many times you wear it, Hanes
Lay Flat Collar Undershirts won’t stretch or take on a wavy shape liked cooked
bacon. A voice-over concludes with, “The Lay Flat Collar. Lays flat.
Won’t bacon. Only from Hanes.”
The second spot
titled “Grammar” takes a lighthearted approach to the Lay Flat Collar product
name, featuring two men arguing back and forth over which is the more
grammatically correct way to say it: Lay Flat or Lie Flat. A voice-over ends the commercial by saying,
“the Lay Flat Collar. Lays flat. Or is it lies flat? Only from Hanes.”
About
Hanes
About JetBlue’s Overnight Flights
All of
JetBlue’s overnight flights from Western U.S. destinations offer complimentary
Shut-Eye Service, featuring a Snooze Kit that includes earplugs and eyeshades,
plus unlimited free snacks and beverages and a "good morning" hot
towel service. Before arrival, customers are treated to coffee, fruit juice,
and bottled spring water, allowing customers to land refreshed and ready to
start the day.
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