L'eggs Sets Out to Make Pantyhose Cool With New Ad Push

These are not your mother's L'eggs pantyhose.

That's the message HanesBrands is sending with a new marketing campaign -- and its first national television advertising in more than 14 years -- designed to modernize the hosiery brand's image.

The campaign, which launched this week, also marks a bid to reach out to a new generation of consumers, some of whom might not have ever worn pantyhose, by taking up the more modern moniker "sheer tights."

The ad push reflects consumer research that hosiery is making a comeback and drives home the message that L'eggs offers women the perfect, everyday, finishing touch for any outfit and any occasion.