INVISTA Launches New Brand Identity, Web Site for DACRON® Brand
KENNESAW, Ga. — March 24, 2014 — Continuing to build on the global strength of the DACRON® brand, INVISTA has unveiled a new brand identity and an enhanced web site for their world-renowned fiberfill brand at this year’s New York Home Fashions Market Week, March 23-26. The new 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.
Each global office will be launching media campaigns in industry trade publications announcing the change. The Performance Bedding Products team in the U.S. also has numerous events planned to celebrate the brand’s new look and reintroduce dacron.com, including a traveling slumber party at International Pillow Fight Day in New York City on April 5. The branded Dacron bedroom-on-wheels 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 paint the town red, engaging people on the street and encouraging people to follow the brand on social media.
Bedding products made with Dacron fiberfill will be eligible to carry the new Dacron brand image on packaging.
Posted March 28, 2014