7-Eleven Hopes Hosiery Has Legs

Coffee/Black Advertising has created a campaign for7-Eleven’s first private-label product, an upscale brandof pantyhose called Heaven Sent.

One print ad juxtaposes a fashion model wearing sheer hose with the words “New York. Paris. Milan. 7-Eleven.”

Coffee/Black principal and creative director Troy Scillian said 7-Eleven wants to emphasize the quality of the brand, which is replacing budget brand L’Eggs in the Dallas company’s 5,700 convenience stores in the U.S. and Canada.

“We needed to introduce the size of the container [a 4-inch tall box], but also let people know these are really nice,” Scillian said.

Ads are appearing in the October issues of Glamour, Cosmopolitan, D Magazine and Working Woman.

7-Eleven is expected to roll out more private-label brand products over the next year, with all creative work to be handled by Coffee-Black.

The retailer’s current lead agency is The Richards Group in Dallas. Client manager of advertising and marketing Julie Irsch said that relationship remains unaffected.

“We are interested in using a variety of creative resources for all our work,” Irsch said. “We were impressed by Coffee/Black’s creative product and so we decided to work with them.”

Dallas-based Coffee/Black was founded in 1996 and now has 11 employees. Other clients on the agency’s roster include Uniden America, Forest Hills Hotels & Resorts, Broadband Gateways and estorefixtures.com.