Part of the effort includes the brand’s first national television advertising in more than 14 years and a new tagline: “You’re in luck. You’re in L’eggs.”
Hosiery:’Making a Comeback’
The brand’s TV commercials feature colorful animation set to the up-tempo beat of “Lucky,” a European techno-dance hit from Swedish pop duo Lucky Twice. The “Lucky” spot 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 see her striding confidently in outfits featuring L’eggs hosiery from the office to a party to a peaceful walk with a friend.
The campaign is based on consumer research that concluded women believe hosiery provides a finishing touch to any outfit. “Hosiery is increasingly becoming part of women’s regular beauty routine, giving them complete confidence in every setting or situation,” said 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 new advertising is airing on national cable networks including E!, WE, SoapNet, TV One, Nick at Nite and Oxygen. Other aspects of the campaign include 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 advertising and marketing campaign was created by Erwin-Penland, the Greenville, S.C., division of The Interpublic Group’s Hill Holliday.
“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,” Hawkins says. “The timing is perfect for us to make a bold statement about L’eggs by launching this new campaign.”
In 1970 the L’eggs brand revolutionized the industry by being the first hosiery brand to gain national distribution in food, drug, and mass retail stores. Today, L’eggs is second-most recognized apparel brand according to Women’s Wear Daily and the leading food/drug/mass hosiery brand, with 17.9% market share as of July 2008 according to independent market research firm, The NPD Group, Inc.