New DACRON® Brand Identity, Web Site Launch At Pillow Fight Day
KENNESAW, Ga. — April 3, 2014 — Continuing to build on the global strength of the DACRON® brand, INVISTA will unveil a new brand identity and an enhanced web site for their world-renowned fiberfill brand at International Pillow Fight Day at Washington Square Park in New York on Saturday, April 5. Before the pillows fly at 3 p.m., consumers can stop by the Dacron traveling slumber party to check out the new look, experience the comfort of bedding with Dacron fiberfill, and pick up valuable freebies (while supplies last).
The branded Dacron bedroom-on-wheels will be located on University Place at 9th Street, just north of the park, from 9 a.m. to 5 p.m. The traveling slumber party is outfitted with a custom-made logo’d headboard along with comfy pillows, comforters and a mattress pad of Dacron fiberfill provided by Hollander Sleep Products. Dacron brand “Fans” will participate in traditional slumber party games, engaging people on the street and encouraging people to follow the brand on social media.
Filmmaker Henry Roosevelt, whose most recent project, Native Boy, took First Prize for Fiction in the 35th Annual National Short Film & Video Competition of the 2013 USA Film Festival in Dallas , will be capturing the activities for dacron.com and Dacron brand social media pages. Executive Producer Briana Bleecker — a filmmaker in her own right, whose short thriller, GOUGE, will have its world premiere on April 18 in New York City – has been retained to ensure the slumber party not only reflects DACRON® brand values but resonates with consumers and retailers.
The new Dacron brand identity, developed after a year of consumer research conducted with almost 2,000 targeted bedding customers, is soft, fresh, modern and natural. Those surveyed agreed that the stylish design conveys the comfort, quality and trustworthiness which have been the hallmarks of Dacron brand for generations.
The expanded dacron.com web site features information on Dacron fiberfill products and technologies, as well as consumer education pages and an engaging, friendly blog on sleep topics. The site will have separate consumer and trade entry points to improve the visitor experience and provide access to specialized content developed to appeal to each audience.
“We believe this brand strategy will provide the foundation for the Dacron brand to continue to drive innovation and excitement as a contemporary leader in the bedding market,” said Roberto Fontanillas, global business director for Invista’s Performance Bedding Products Business. “We are building clear and concise brand messaging to reflect unique Dacron brand differentiators around the world, and to help our customers leverage that differentiation.” The full array of Dacron fiberfill technologies and brand extensions have been integrated with the brand’s new look and feel.
Posted April 3, 2014