Hanky Panky’s Brenda Berger on refreshing the brand: 'We want women to feel 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."