DuPont launching $40M ad drive to support Lycra
By Susan M. Andrews -- Furniture Today, April 1, 2003
Wilmington, Del. — DuPont Textiles & Interiors is continuing its consumer-focused approach to marketing with a $40 million ad campaign called Lycra Has It, which will help showcase the stretch fiber's use in upholstery as well as other applications.
"This campaign encourages consumers to take a look at how they can have the style and brand promise of Lycra in their homes and brings attention to the fact that not everything that stretches is equal," said Wes Jones, global marketing communications manager, Home & Industrial Textiles.
The 2003 campaign, which is the first step of a $200 million investment DuPont Textiles & Interiors will make in Lycra over the next three years, is launching this spring in Europe, North America and Asia, with a heavy media investment to follow in the fall.
The United States, Italy, Spain and China are key focus markets for the campaign, which is designed to support the brand and also set the stage for consumer recognition of Lycra applications in home furnishings.
Home furnishings applications that will get a boost from the campaign include Irish Linen plus Lycra, Leather with Lycra and Avantige with Lycra, as well as fabrics with Lycra for slipcovers, all of which are showcased in DuPont's High Point showroom this week on the third floor of Market Square.
The Lycra Has It campaign illustrates the benefits of Lycra by associating the brand with a confident and stylish attitude, as in "You either have it, or you don't," and will appear in such publications as InStyle, Glamour, Lucky and GQ.
Some print ads feature models and recognizable personalities in various home and other categories. One ad, which features a model wrapped in woven bed sheets with Lycra, is designed to showcase the luxury and clean appearance of Lycra in this use. There also will be 30-second television ads depicting different people with the "Has It" attitude and style.
DuPont Textiles & Interiors, a wholly owned subsidiary of DuPont, is the largest integrated fiber business in the world with approximate annual revenues of $6.5 billion, operating in 50 countries.
