Hanes will remain a television advertiser, "but increasingly, we are shifting dollars and resources to digital and social," Chief Branding Officer Sidney Falken says in this interview. Web videos contrasting the softness of Hanes products with the destructive power of catapults, for example, earned 8 million views online. "We feel pretty good about it. Sometimes it's hard to put a value on engagement because we are trying to create an opportunity to have a conversation with guys in a different sort of way than we typically do. And these videos are a good example of how to do that," Falken says.

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