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L'eggs launches first national TV campaign in years
April 11th, 2011
WINSTON-SALEM, N.C. – L'eggs hosiery has launched a national marketing campaign featuring the brand's first national television advertising in more than 14 years.
HanesBrands said Monday that the campaign by L'eggs will feature a new tagline: "You're in luck. You're in L'eggs."
The new advertising is airing on national cable networks including E!, WE, SoapNet, TV One, Nick at Nite and Oxygen. In addition, the campaign includes a rebranded website, www.leggs.com, featuring product details, fashion tips and other useful information, as well as the brand's first foray into social media with a dedicated L’eggs Facebook page and Twitter feed.
The ad blitz is part of an effort by the brand, which made its debut in 1970, to refresh its image and emphasize that L'eggs hosiery provides women with "the perfect everyday finishing touch for any outfit and any occasion," according to HanesBrands. The effort reflect consumer research finding that women believe hosiery provides a finishing touch to any outfit, the company said.
"Hosiery is increasingly becoming part of women's regular beauty routine, giving them complete confidence in every setting or situation," stated Angela Hawkins, director and general manager of hosiery for HanesBrands, which owns L'eggs. "Hosiery is a fashionable accessory that also provides other benefits, such as the sculpting and smoothing properties found in the L'eggs Profiles line."
The "You’re in Luck" tagline debuts in TV spots that feature colorful animation set to the up-tempo beat of "Lucky," a European techno-dance hit from Swedish pop duo Lucky Twice. The commercial shows a young woman getting ready for her day, imagining the various social situations she'll encounter as she plans her wardrobe. Animated daydream vignettes show her striding confidently in outfits featuring L'eggs hosiery from the office to a party to a peaceful walk with a friend.
"We're excited to be bringing a new energy to the L'eggs brand," Hawkins added. "Hosiery is definitely making a comeback, particularly among fashion-savvy young women who value the self-assurance that comes from a completely put-together look. The timing is perfect for us to make a bold statement about L'eggs by launching this new campaign."