Panty hose are making a return. Maybe not to your wardrobe, but it is to your living room. That’s right, after a 14-year recess L’eggs is making its TV advertising return. So after 14 years could you still remember that slogan? … Well, how’d you do? Great if you remembered, “Nothing beats a great pair of L’eggs.” Too bad that’s not what you’ll be hearing upon the comeback. According to Media Decoder blog, L’eggs wanted to “move on, contemporize and modernize” which includes a new slogan—”You’re in luck. You’re in L’eggs.”
So I’ll give it that modernizing hosiery wouldn’t be a very easy task. Even just the word “hosiery” screams old-fashioned. Nevertheless, I’m just not sure how well this rebranding will work. The goal is to reach women 18-34, so since I land in that demographic I think my opinion counts in saying the new slogan just doesn’t do it for me. Maybe I’m just more accustomed to the heritage of that original slogan and recognizing that brand when popping open one of those egg tops when I had to borrow my mom’s pantyhose for church. Plus, what kind of luck can a pair of tights bring? Bordering on the “lucky you” of Lucky Brand, are we? Oh, and what happened to the egg shaped box they used to come in? I didn’t see any of those with their new packaging. How is the “eggs” of L’eggs even relevant now?
In understanding my distaste for L’eggs rebranding, here are some things to consider when thinking about rebranding (after all it’s not all about generating awesome, new creative, but having a good reason for it, too).
- Understand who your current demographic is and what their perceptions of your current branding are (ie: market research). If you fail to research current public opinion, you may find yourself in a conundrum reminiscent of Old Coke vs New Coke. Maybe people love you just the way you were. This I believe is the downfall of the new L’eggs in replacing that classic slogan.
- If in step 1 you find that perceptions are not what you’d hoped, decide what you want your end users to get from your brand. Think Domino’s recent overhaul due to some unsavory research findings; they realized they needed people to not think of terrible quality when thinking of them.
- Generate new concepts based on your decision to refresh the interest of your current demographic or target a new one.
- Take your concepts to research.
- Launch the selected (based on findings in research) campaign… and pray.
- Research, yes again. You need to evaluate the outcomes of your campaign, and unfortunately it is this step that we sometimes so easily forget.
Now don’t think I’m being harsh on L’eggs and tell me what rebranding in the past has really had you all worked up. I can’t be the only one that finds it hard to let go of those old slogans.