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New global campaign for LYCRA fibre from INVISTA
29
Jan '08
Leading fibre producer INVISTA has introduced a new global campaign for its flagship LYCRA fibre brand, entitled "Some Clothes Love You Back."

The launch of this exciting new campaign marks the culmination of a year long process for INVISTA and London based advertising agency, Fallon.

A single trade and consumer campaign has been developed to build on the unique understanding the LYCRA brand fibre has of how consumers want their clothes to move, look and feel. The campaign – launching – will feature across an extensive range of media around the world as well as online.

The "Some Clothes Love You Back" campaign follows previous successful LYCRA fibre brand activities including "LYCRA Sensations" in 1990, "Nothing Moves Like LYCRA" in 1996, "Enjoy the Difference" in 2000 and "Has It" in 2002.

The new campaign builds on consumer insights collated by THINKTANK Research, which demonstrated the consumer understanding of LYCRA fibre as a trusted brand with a strong emotional connection to consumers that has led to its preference by more than 60% of consumers polled over plain "stretch" options and recognised by 90% of consumers globally.

The LYCRA fibre brand campaign differentiates LYCRA fibre through particular emphasis on the way clothes make women look and feel.

Consumer testing of the campaign across four continents has shown that the campaign taps into a strong consumer love for their favourite clothes and the way thoseclothes make them feel.


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