Putting an end to wedgies?

Hanes underwear is launching a new line of panties- ones that apparently won't give you a wedgie.  In doing their research, Hanesbrands found out that the number one problem with underwear was that they rode up on woman, causing discomfort.  Instead of politely circumventing the issue, Hanes is launching their biggest campaign yet, boldly going where no underwear company has gone before.  Its daring yes, but Hanes wants to shake up the underwear world after subpar sales last quarter.  The new TV and print campaign features Scrubs actor Sarah Chalke awkwardly adjusting her wedgie in a public setting in a standard problem identification/solution advertisement. The ad will air on American Idol on March 11th- be sure to watch. Also you can check out the making of video on YouTube. 

But this is a buzz marketing blog so lets get to the point.  The "no ride up" panty line is also launching an interactive website to target females.  The website, which isn't up yet, (check out www.hanes.com/wedgiefree in a week)  features many things but primarily showcases the "wedgie dance video".  The video has Chalke dancing and lets users upload photos to paste their headshots on Chalke's dancing body.  The company is trying to battle competitors in the 3 billion dollar female underwear market, primarily Victoria Secret.  One look at those panties,wedgie free or not, look pretty heinous to me.  They are like the true definition of "granny panties".

The internet is really buzzin' about this campaign.  Type in "hanes wedgie free" in Google and you get a myriad of blogs, pr newsletters, articles, and other stuff.  However little to no results from the company itself show up.  One interesting blog had a pretty extensive critique of the campaign and how Hanes' lack of  internet marketing may bite them in the end.  Google searches, blog searches, and Youtube searches of the words "wedgie free" or even "hanes wedgie free" yield minimal results from the company.  Basically Hanes isn't doing enough internet marketing to properly attach the new line with their brand.  In fact, typing in "Hanes wedgie free" in Google actually has the blog article mentioned above as the first link!  Get with the program Hanes, you have come this far with the campaign, so why go 100% with it?  Sidney Falken, senior vice president of Hanes brands, should brush up the search engine marketing a bit before the launch of the campaign.  People are going to be searching for it after the American Idol commerical debut.