L’eggs hosiery has launched a national marketing campaign featuring the iconic brand’s first national television advertising in more than 14 years and a new tagline: You’re in luck. You’re in L’eggs.™ The new advertising campaign, as well as a new website and social media outreach, is part of the brand’s effort to contemporize its image and emphasize that L’eggs hosiery provides women with the perfect everyday finishing touch for any outfit and any occasion. The brand’s new You’re in Luck tagline debuts in TV commercials that 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.
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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, by executive creative director Andy Mendelsohn, art director Ashley Woods, copywriter Palmer Burt and broadcast producer Heather Haley.
Filming/animation was produced at Stardust Studios, New York.