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New package shines for 'Summer L'eggs'

In February, L'eggs Products began shipping nationwide its Summer L'eggs® pantyhose in a colorful new package. The sun-like graphics feature rays of yellow and blue, while a clear round viewing window lets consumers see the white, pearl or nude hose color.

Pw 22391 In Feb Le Pro 8

L'eggs marketing manager Jay Turner believes the Sara Lee Hosiery division is the first to market hosiery in a carton that includes a clear plastic window. The polypropylene window is glued to the inside of the front of a 16-pt Westvaco (New York, NY) Printkote(TM) Eagle board that incorporates 10% post-consumer recycled material. Sara Lee Graphics offset prints the structure in two colors. Cartons are filled automatically by Sara Lee. Graphics for the carton and for mass retailer display floorstands were designed by Art Directions (Winston-Salem, NC). "The new package makes a bold statement and will call consumers' attention to a hosiery product that keeps you cool during the warmer months," says Turner. "It's an attempt to reposition the product with stronger, more colorful graphics," to promote the "breathable" lightweight sheer-to-waist style hose, adds Turner. Product will continue to be shipped nationwide through July, with a $2.89 suggested retail price.

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