• The Wall Street Journal, Wednesday, March 5, 2008 11:30 AM

Hanesbrands is betting that women are ready for a public discussion of a private problem: wedgies. It is launching one of its biggest ad campaigns yet for a new line--called Hanes No Ride Up Panty--that is meant to combat what the company says is women's biggest complaint about underwear.

The campaign features actress Sarah Chalke--best known for her role as a klutzy doctor on the TV series "Scrubs"--who is comfortable with a very physical brand of comedy. In one spot, Chalke tries to fix her wedgie by shimmying and lunging before a pair of Hanes panties solves her problem. In a second commercial, she introduces the underwear to women who are facing the same issue.

Along with a print and TV campaign, Hanes is creating a Web site featuring, among other things, a video Chalke filmed called the "Wedgie Dance." Viewers will be able to customize the video by pasting headshots onto Chalke's dancing body. Hanesbrands is the biggest player in the roughly $3 billion panty market, competing with mall-based brands like' Victoria's Secret chain and other big names such as Jockey International.

Read the whole story at The Wall Street Journal »