Sara Lee to Rebundle, Relaunch L'eggswear Line with $3-5M Ad Push - Brief Article

Sara Lee Hosiery will reposition its L'eggswear brand of casual tights and socks as a woman's creative muse, a bid supported by revamped packaging and collateral materials, a retail brochure and an estimated $3-5 million November print blitz, the brand's first advertising in four years.

The repositioning stems from research with women who asserted casual legwear allowed them to express creativity through the way they dress, said Dudley Gentry, brand manager. The brand was previously pitched as a functional alternative to the sheer hosiery of the corporate uniform.

To get the creativity message across, a pair of print ads from DDB Needham, Chicago, feature eclectically decorated "mannequins" designed by women artists.

In one execution, a model with a topiary torso is dressed in foliage and tights. Copy reads, "Dressing is an art. Give your creative spirit L'eggs," and tags with "Nothing beats a great pair of L'eggs." That extends, for the first time, the long-running L'eggs brand theme to the L'eggswear line.

"We're making a conscious effort to unite L'eggswear with all of our advertising," said Gentry.

The executions run as consecutive half-page verticals in November issues of 17 books, spanning fashion/beauty, women's service, health/fitness and entertainment categories.

The creative then sits out for the remainder of the year, picking up in early 1999 to fold in new executions for L'eggswear's new casual and active sock lines, which are set to hit the market at that time.

Packaging and retail displays get upgraded to more contemporary fashion photography. On pack, larger size indicators and new color-coded bands aim to help shoppers identify fit and styles of products that fall under L'eggswear's Lights, Textured, Silky, Body Shaping and Fashion lines. "Express Yourself," a foldout brochure, suggests wardrobe ideas while showcasing products and offering $1 and $3 coupons.

With 31% of market share L'eggswear is the leader for casual hosiery in the food, mass and drug channel, per Information Resources Inc.

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