Posted by Shirley Brady on April 8, 2011 09:30 AM
Remember "Nothing beats a great pair of L’eggs"? The hosiery line is making a comeback, with a new marketing campaign and its first national television ads in more than 14 years and a new tagline: “You’re in luck. You’re in L’eggs.”
“We want to stay true to our brand positioning and personality — fun and kind of flirty,” Angela Hawkins of Hanesbrands tells the New York Times of the campaign, which is aimed at women 18-34.
In an attempt to modernize the brand, the spot above features a pop ditty, Lucky, by a Swedish duo, Lucky Twice. Naturally, L'eggs is now on Facebook and Twitter, where its bio reads, "L'eggs is a fun, flirty brand whose goal is to make women look and feel beautiful."
While keeping the iconic name and egg-shaped G's in its logo, they're no longer sold in the classic plastic egg packaging that was introduced in 1969, switched to cardboard in 1992 and reintroduced in 1996 — and likely deemed not environmentally friendly enough for these times.
According to the Hanesbrands website, "in 1970 L’eggs revolutionized the industry by being the first hosiery brand to gain national distribution in food, drug, and mass retail stores."
In addition to the spin-off "Sheer Energy" line of hosiery, L'eggs was best known for commercials such as this one, featuring Dallas star Linda Gray: