His and Hers Hanes Are in Play

Sara Lee Branded Ap-parel has launched a review for the Hispanic advertising account of its Hanes and Hanes Her Way labels, sources said.

Among the contenders for the estimated $2 million business: Bromley Communications and Cartel Creativo, both in San Antonio, Lopez Negrete Communications in Houston, Zubi Advertising in Coral Gables, Fla., and Läpiz and The San Jose Group, both in Chicago, according to sources.

A Sara Lee representative would not confirm a review is under way, but said the Winston-Salem, N.C., company “is evaluating and looking at all our Hispanic resources and potential resources out in the marketplace.” She also indicated the evaluation would be completed by the “end of summer, early fall.”

There is no consultant conducting the review.

Hanes and Hanes Her Way brands of apparel, which the parent company considers to be one entity, include underwear, socks, shoes and casual wear for children and adults. Hanes positions itself as the largest apparel brand in the world.

The Martin Agen-cy in Richmond, Va., handles the brand’s general-market advertising account.

The San Jose Group is lead Hispanic agency for Hanes Hosiery, another Sara Lee division. Last year, that agency rolled out a broadcast and in-store campaign in markets that included Chicago, New York and Houston with a Spanish-language tagline that loosely translates into “For the woman who knows what she wants.”

Felipe Korzenny, principal of market research and consulting firm Cheskin in Redwood Shores, Calif., said a strong opportunity exists for Hanes and other manufacturers in the category that reach out to Hispanics. “Underwear is one of those items that if you teach the consumer you offer special benefits, you can create loyalty,” he said.

Korzenny added that while retailers like Macy’s, J.C. Penney and Target have courted Latino consumers, specific labels, particularly those which market undergarments, have not.

In addition, he said Latinos are accustomed to seeing a proliferation of ads in the category in their native countries, and bring strong brand preferences of the apparel when they come to America.

Total 2001 media expenditures for Sara Lee Branded Apparel, which includes the Bali and L’eggs brands, among others, were nearly $67 million, per CMR.