DUPONT STRETCHES LYCRA WORLDWIDE

Byline: Michael McNamara

NEW YORK--From Los Angeles to London, from Paris to Perth, DuPont is carrying its Lycra message new distances in the largest consumer marketing campaign in the fiber's 35-year history.
The fiber-manufacturing giant wants the world to know about its trademarked Lycra spandex. To accomplish that, DuPont, with $6.2 billion in fiber sales, is "significantly" boosting its budget beyond the $10 million it spent on its last Lycra promotion, which centered mainly on the North American market. The new campaign will blitz Europe, South America, Australia and the Far East, excluding Japan.
The campaign, created by Young & Rubicam New York, with the theme "Nothing Moves Like Lycra," illustrates the freedom of movement, comfort, style and shape of Lycra.
One of the main points of the campaign is to differentiate Lycra from generic unbranded spandex. This message will come across in the ads, and on hangtags and in educational videos distributed to manufacturers and retailers.
While DuPont wouldn't divulge the cost of the program, Wally McWalter, regional director for Lycra, North America, said the campaign will cost significantly more than previous efforts because it is worldwide.
Highlights of the new campaign include:
l Consumer and trade print ads based on the movement theme. Shot by Richard Avedon, the ads feature designs from Donna Karan, Karl Lagerfeld, Norma Kamali and Gianni Versace.
l A 30-second "Nothing Moves Like Lycra" television spot, to be shown in selected markets around the world.
l New Lycra hangtags.
l A five-minute educational/promotional video for mills, apparel manufacturers and retailers, highlighting the first 35 years of Lycra and showing the fiber in various applications.
"This is more than just a one-shot advertising or promotional effort," said McWalter, who outlined the campaign with Harry J. Mosher, Y&R's senior vice president, and Beverly Okada, a Y&R creative director, in an interview here Wednesday. "This program is designed for the long haul," McWalter said. "The key thing we are doing here is trying to create continued growth for our customers and our customers' customers."
The crux of the campaign, one of four choices developed by 80 Y&R associates, "was to not only focus on the image of Lycra as a fiber, but as a brand unto itself," added Mosher. He said that while Lycra is best known for its stretch and recovery in legwear and activewear, this campaign will bring to the fore some other uses, such as ready-to-wear and intimate apparel.
The "Nothing Moves Like Lycra" theme was decided upon after extensive research in 11 markets throughout the world, he said. Interviews with several thousand consumers showed that 99 percent look for fashion and comfort in clothes, and 95 percent said comfortable clothes move.
The print advertisements will appear in September issues of numerous lifestyle and fashion magazines. The ads feature models in motion--rollerblading, leaping and so forth. Each outfit is accompanied by a quote from the designer on Lycra.
After the first four designer ads run, other designers may be tapped, Okada said. "We can plug in whoever is doing something hot with Lycra," she said.
Prime-time TV spots, which are still being edited, will start in the next few weeks on "Murphy Brown," "Frazier" and "Roseanne," among other shows.
The TV spots will be shown in selected markets in the U.S., Asia and South America, McWalter said. The new hangtags, designed by The Madison Group, a corporate identity firm--and a unit of Y&R here--will appear on all certified Lycra-containing apparel, beginning in the fourth quarter.
Starting Monday, DuPont will show an educational tape at various campaign launch events. In the U.S., the video will be shown at visits to mills, apparel manufacturers and retailers.

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