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BREAKING: Hitting streets with new hosiery

Published on .

Sara Lee Corp. bagged traditional ads and went out-of-home for the launch of its new hosiery product, Hanes Silk Reflections Opaque Tights With Moisturizer. The company wrapped 1.5 million "billboard bags" around newspapers delivered near Hanes' high-volume department store outlets. The bags invite readers to "Get a leg up on dry skin" and log onto Hanes' Web site for a retailer nearby. The Ad Store, New York, created the visuals, which also appear on the product package and in-store displays. Copywriter: Brian Flatow. Art director: Audrey Nizen.
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