- The Washington Times - Monday, May 27, 2002

Hanes, with the help of the Martin Agency, is trying to find its comfort zone.The brand of intimate apparel is beginning a new advertising campaign this summer using the tag line "Hanes Comfort. It's a beautiful thing."
The new campaign focuses on "comfort moments," highlighting new styles of Hanes and Hanes Her Way bras, underwear, casual wear and socks.
"This campaign blends for us the inherent comfort that people associate with Hanes and a strong message of style," says Laura Burrows, Hanes spokeswoman.
The several different print ads, designed by the Richmond-based ad agency, feature models in colorful Hanes and Hanes Her Way innerwear and outerwear playing checkers, drinking tea or sharing a pillow. The company logos are subtly incorporated into each setting as a rug, a hairbrush, a pillow or a curtain.
Despite its subtlety, the logo's shape will become distinctive and recognizable over time, says Mike Hughes, president and creative director of the Martin Agency, which landed the Hanes account last summer.
The new ads, which focus on a particular product, will begin appearing in June issues of national magazines such as People, Glamour, O, Cosmopolitan, Essence, Good Housekeeping and Rosie.
New television commercials are also being developed to coincide with back-to-school and holiday seasons.

New brew in town
Washington is just one of a handful of markets getting a taste of a new Michelob beer.
Anheuser-Busch has introduced its newest Michelob Ultra to the District, Baltimore, Chicago and parts of Florida after a successful run in five smaller markets. The company plans to roll out the new brand nationally at the end of September.
The new low-carbohydrate light beer, in its smooth "sloped-shoulder" bottles, hit local shelves the week of May 13.
The brand was first tested in limited markets in December in Denver, Tucson, Ariz., and three areas in Florida.
"Consumer demand for Michelob Ultra in our test markets has greatly exceeded our expectations," says Dave Peacock, vice president, high-end brands at Anheuser-Busch.
Mr. Peacock says the brand is not really targeted to any particular age group.
"It's really for anyone leading an active lifestyle," he says.
The Michelob family of beers has a total of nine different brands including Michelob Amberbock, Michelob Honey Lager and Michelob Black & Tan.


Ask a pro
Nonprofits, government agencies and small businesses are getting some free advice from public relations professionals thanks to a new online service called "Ask a PR Pro."
The service, which started in April, gives organizations the chance to ask public-relations-related questions to a half-dozen PR professionals.
"There are so many ways to communicate, but a lot of people just don't know where to start," says Terry Lee, who is head of the service. "Especially for those folks who don't have a lot of money, they want to know what the most effective ways are."
The group sent out about 1,000 e-mails to nonprofit groups and advertises in the Washington Council of Agencies' bimonthly newsletter. As of now, the Web site gets about six to seven questions a day ranging from "How do you use online communications?" to "What's the best way to contact reporters?" The turn-around time is about 48 hours because this is something that the PR execs are doing in their spare time, says Mr. Lee, who is also the chief of communications for D.C. Parks and Recreation.
The service can be reached at www.pressreleasedc.com/prdc_advice.cfm.

New wins
MGH has added another Papa John's co-op to its list of clients. The Baltimore-based agency, which already handles the advertising for 12 other Papa John territories, is now the agency of record for the Papa John's Northeast Ohio area. That market includes 53 restaurants in and around Greater Cleveland, Akron and Canton, Ohio. The new business is valued at about $1 million in billings.
* Donna De Marco can be reached at 202/636-4484. Advertising & Marketing appears every other Monday.


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