All Advertising Announced Our L eggs Fit Your Legs

All Advertising Announced ˜˜Our Leggs Fit Your Legs

The primary objective of the initial Leggs advertising was to convince women that Leggs was the best-fitting hosiery they could buy. A single line was developed that summed up the entire Leggs position. This line was intended to create permanent brand registration in the minds of consumers by inextricably tying the product and its name together. That line was: ˜˜Our Leggs fit your legs. This statement was to play a prominent part in every piece of Leggs copy.

This main copy line was clarified with the statement: ˜˜Our Leggs hug you, they hold you, they never let you go. The advertising assured consumers that Leggs would never bag at the knees or sag at the ankles. They were told that Leggs would ˜˜Do whatever you do. This tight focus on the legs on the verbal level was enhanced and given further impetus by the visuals. In the commercials, attractive female limbs were the constant focal point of the product story. Leggs and legs were always seen together.

During the introduction, the advertising also made a special point of informing women that Leggs was a supermarket and drugstore product. Both the unique supermarket display and the unusual package were featured. TV commercials were set in supermarkets, and the display was clearly depicted in every piece of magazine and newspaper advertising.

The pool of introductory TV commercials included one commercial designed specifically to announce the arrival of Leggs. The opening line, ˜˜Leggs are here, was created to give the consumer a feeling of newsworthy mass excitement. The video showed a host of women shoppers rushing to the Leggs boutique as the Leggs lyrics and score announced the new arrival in a cheerful, contemporary musical arrangement. A variety of women demonstrated the product and how Leggs solved their particular individual problems.