Sara Lee starts 7m ad review

Sara Lee is reviewing the 7m pan-European advertising for its American clothing brand Hanes.

The clothing label was put in the hands of TBWA for a pan-European launch last year (MW March 31 1995) with a brief to do for Hanes what it had done with another Sara Lee subsidiary, Playtex Wonderbra.

Hanes began an ad review at its European office in France this week.

Sara Lee’s other roster agencies, including WCRS and Publicis, could be in the running for the account. Some of these agencies are believed to have pitched for the label prior to its European launch.

Saatchi & Saatchi New York handles the brand in the US.

The review comes weeks after Hanes started its latest campaign, through TBWA, for its spring and summer collection.

At present, the ad is running only in men’s style magazines in the UK and features a woman caressing a naked male torso with the line: “You need a very good reason to take off your Hanes.”

It is understood a television campaign is going out in other parts of Europe.

Hanes would not comment.

TBWA’s managing director Jonathan Hoare says: “We have signed a one-year contract with Hanes for the fashionwear part of the business which is run out of Brussels. I would be surprised if it is reviewing, maybe it’s another part of the business.”

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