WICHITA, Kan. — October 14, 2014 — INVISTA, owner of the LYCRA® fiber brand and one of the world’s largest integrated producers of fibers and polymers, launches its new consumer campaign today. This visually exciting initiative and associated co-branding and merchandising opportunities are now available to trade partners at a new business-to-business website—www.connect.lycra.com.
The new consumer campaign is the outcome of a two-year, multi-market research program. Its LYCRA MOVES YOU™ theme reinforces the emotional link millions of consumers have developed with the brand and its association with comfort and personal freedom across a wide range of garments.
A world-class campaign created and produced by the Sapient Nitro agency includes dynamic visuals shot by internationally acclaimed photographer Rankin, who likens the freedom and energy his models depict to the unique characteristics of Lycra fiber, as well as stylish TV and digital channel commercial from award-winning film director Philippe André.
Denise Sakuma, Lycra brand global director said: “We are excited to cause a Lycra brand movement at both trade and consumer levels globally. The Lycra Moves You campaign is the perfect message platform to communicate for the first time to consumers that Lycra is a brand of a fiber and THE magic component that gives wearers fit, comfort and the freedom to move. We are making the Lycra brand and fiber to be visible to consumers physically, emotionally and creatively.”
The added value and benefits of Lycra fiber will be signaled to consumers through new hang-tags and brand imagery. The iconic Lycra brand logo is supported by vibrant, versatile new imagery and designs in a range of stylish retail merchandising and advertising materials articulated through the campaign Lycra Moves You.
Bob Kirkwood executive vice president of Invista Apparel & Advanced Textiles, said, “The research showed that although awareness and respect for Lycra fibers is consistently high, consumers were sometimes confused about the multiple benefits it brings. The new brand architecture and positioning simplify and communicate the benefit propositions in ways that we believe will also increase levels of emotional engagement. “The new Lycra brand positioning and architecture should enable downstream partners from yarn spinners to retailers to better leverage its differentiating value. They can view all the elements of the new Lycra Moves You consumer campaign at www.connect.lycra.com where our new business-to-business website provides full information on the technology platforms and joint marketing opportunities that accompany it.”
From October onward, consumer communications will take the form of a collection of TV and online commercials, a distinctive new print campaign, a major digital and social platform, as well as new merchandising initiatives at point of sale. The campaign will roll-out progressively in the months ahead to enable trade partners in each region to take full advantage through co-branding initiatives, hang-tags, and joint merchandising programs.
Posted October 14, 2014