WINSTON-SALEM, N.C. (April 7, 2011) – L’eggs hosiery is launching 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.

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 will air on national cable networks including E!, WE, SoapNet, TV One, Nick at Nite and Oxygen beginning tonight. 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.

“We’re excited to be bringing a new energy to the L’eggs brand,” Hawkins said. “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.”

“This was a tremendous opportunity to work on a great American brand, yet one that presented a very unique challenge,” said Erwin-Penland President Joe Erwin. “L’eggs has always been a fun and flirty brand, but our job was to contemporize that positioning for a new generation of women who increasingly view hosiery as a fashionable accessory. We think the new campaign and tagline fit the personality of L’eggs just perfectly.”

About L’eggs
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 percent market share as of July 2008 according to independent market research firm NPD.