7-Eleven Hopes Hosiery Has Legs

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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.

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