And L’eggs calls this “contemporizing” their brand?

The familiar pantyhose brand L’eggs, once known for its plastic, egg-shaped containers, announced it’s launching a new television ad campaign this spring, its first television in more than 14 years. The company is targeting women 18-34 (has their research really indicated that women in this age bracket wear pantyhose?) with the new slogan: You’re in luck. You’re in L’eggs.

The product’s old tagline was: Nothing beats a great pair of L’eggs.

This will all be part of what the company is calling a “dynamic new campaign” with captivating animation highlighting a young woman imagining all the situations she will encounter as she goes about her day. The campaign will incorporate an updated website and social media. The new L’eggs campaign was created by agency Erwin-Penland in Greenville, SC.

You’re in luck. You’re in L’eggs. doesn’t seem to be a very bold or energetic statement for a long-standing grocery store brand that is seeking to update its image and bring in new, younger customers who, as the company believes, are “fashion-savvy “and “value the self-assurance that comes from a completely put-together look.”  It seems like L’eggs is playing catch-up and “me, too” with Spanx, the brand known for its body shaping apparel and pantyhose that has been successful in reaching women young and old in department stores over the past ten years.

So much for HanesBrands making a “bold statement about L’eggs by launching this new campaign.” Yikes, it feels like a return to yesteryear.