• Brandweek, Tuesday, February 27, 2007 11:15 AM

Jennifer Love Hewitt, the actress who appeared in ads for Hanes Perfect Panty in 2006, will return to market the company's new All-Over Comfort Bra with ComfortSoft Straps. The effort comes as the underwear-maker tries to grow its share of the $10.5 billion women's intimates business. The category grew 10% in 2006 and is now seeing the arrival of brands like J.C. Penney's Ambrielle private-label intimates and VF Intimates' "The perfect 10" collection.

"We're seeing the most growth in the women's area, which is the reason we want to invest in it," says Sidney Falken, a brand champion at Hanes. "Comfort is the most important thing in buying a bra. Women really struggle with it." Hewitt will star in 15- and 30-second spots, as well as print, all from The Martin Agency, Richmond.

The campaign takes a "behind-the-scenes" approach, putting Hewitt in a fictional photo shoot and will also have a big Internet component. "We know that consumers are spending as much or more time online than watching TV or reading magazines," says Falken. The TV spot will break March 1 on "American Idol" and run on network, prime-time, syndication and fashion magazines.

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