When we think of Sara Lee, we think cake. This is a problem for a diversified company
that also sells shoe polish, bras and underwear. And as such, it makes sense that Sara Lee decided to spin off their $ 4.7 billion branded appeal business which includes Hanes, Champion, Playtex, Bali, and Wonderbra. The new company will be called Hanesbrands, and will trade independently on the Big Board. Hanesbrands is expected to beef up their product specific advertising, and we love their
“Look Who We’ve Got Our Hanes on Now.” Campaign. The move is expected to improve distribution to mass merchants and department stores.
Marketing Blurb thinks this is a fine idea—sort of like having your cake and eating it, too.
Brandweek has the skinny.
Photo Credit: Hanes.
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