Hanky Panky, a legacy intimate apparel brand, is undergoing a significant brand refresh focusing on digital marketing, influencer partnerships, and a new website to tell its brand story more effectively. This episode offers valuable insights into how established brands can modernize while retaining their heritage and leveraging digital channels to connect with consumers, particularly through authentic storytelling and social media engagement.
Key takeaways
Even legacy brands with cult products (like Hanky Panky's 4811 thong, accounting for 60%+ of sales) require continuous brand refreshes to stay relevant and connect with new audiences.
Digital marketing and social media (TikTok, Instagram) are crucial for shifting from passive word-of-mouth to active brand storytelling and owning your narrative.
A brand refresh should encompass a new website, updated logo, and a cohesive digital marketing strategy, while still honoring the brand's heritage.
Influencer partnerships are key to authentically communicating brand values and product benefits, especially for products with unique selling propositions.
Focus marketing content on storytelling that resonates emotionally with your target audience, moving beyond product features to broader aspirational themes like 'feeling supported'.
Although "The World's Most Comfortable Thong" may seem like an oxymoron, intimates and sleepwear brand Hanky Panky continues to hold the title unironically 35 years after the release of its cult-favorite 4811 thong.
While the brand celebrates its heritage with the anniversary of the iconic one-size-fits-all thong, which makes up over 60% of Hanky Panky's sales, it's simultaneously going through a brand refresh, said Brenda Berger, co-CEO of Hanky Panky, on this week's Glossy Podcast. Berger, who served as the head of sales and marketing from 2004 to 2013, rejoined Hanky Panky as co-CEO in 2019 when the "rebrand conversation" started, she said. After 44 years in business, Berger and the Hanky Panky team are focused on refreshing the brand while maintaining its sense of heritage, she said. Berger has overseen the launch of Hanky Panky's new website, logo and digital marketing strategies, as well as its new influencer partnerships and TikTok and Instagram strategies. "[These tactics] better tell the stories of our core products," said Berger. "What was happening prior was word of mouth ... [We shifted our] marketing content to storytelling, and we're now taking more ownership of it and placing it on our platforms."
Even legacy brands with cult products (like Hanky Panky's 4811 thong, accounting for 60%+ of sales) require continuous brand refreshes to stay relevant and connect with new audiences.
What does this episode say about dtc strategy?
Digital marketing and social media (TikTok, Instagram) are crucial for shifting from passive word-of-mouth to active brand storytelling and owning your narrative.
What does this episode say about influencer & creator?
A brand refresh should encompass a new website, updated logo, and a cohesive digital marketing strategy, while still honoring the brand's heritage.
What does this episode say about brand & content?
Influencer partnerships are key to authentically communicating brand values and product benefits, especially for products with unique selling propositions.
What does this episode say about brand & content?
Focus marketing content on storytelling that resonates emotionally with your target audience, moving beyond product features to broader aspirational themes like 'feeling supported'.
