Hanes, who added Jennifer Love Hewitt to its ranks of soft and cushy clothing last month, continues to get its Hanes on other celebrities, this time going after the Hispanic market with the addition of singers/actors Aracely Arambula and Pablo Montero. Both will be part of television and print campaigns - the former of which went live earlier today.

Efforts like these show the manner in which companies are viewing the domestic market in the United States these days, with the Hispanic population making up a dense enough portion to affect overall media planning - along with a belief that the Hanes product is one that would attract spending from that segment as well. Placing these fairly well known persons in an identical campaign as the one currently running in the English language also gives "one voice" to Hanes, allowing them to look at the marketing effort as a whole, rather than as two separate ones that have some overlap.