As the first major trademark protection brand campaign since The LYCRA Company was established earlier in 2019, the “Zero Tolerance” campaign’s striking creative features a pair of hosiery clad legs in the LYCRA® brand’s signature red, alongside the simple but impactful copy: “Zero Tolerance of Brand Infringement” heralds the strong new company behind the brand, whilst reminding industry audiences that LYCRA® fibre is the original, innovative elastane fibre.
The LYCRA® brand is one of the world’s most recognisable ingredient brands known to consumers around the world and is seen as a symbol of quality. They expect fit, comfort and the freedom to move -with garments containing LYCRA® fibre*. In an age where transparency is key and consumers specifically seek out brands that they can trust, the LYCRA® brand can be of value to brand and retailers and brands, mills, manufacturers and distributors, by increasing desirability. To ensure that consumers’ trust in the brand remains high and that the brand may continue to add value for its customers, on all levels, The LYCRA Company deems it is their duty to continue to protect the brand and uphold its strong values.
This campaign is intending to both reassure customers that the company works hard to protect the integrity of its flagship brand and that they are buying quality fibre product, but also to encourage those involved in the industry to take steps to avoid any infringements. The company exercises regular, random checks on products carrying the LYCRA® brand trademark
“With over 200 offerings in our product portfolio, we place a strong emphasis on working closely and collaboratively with our business partners across the industry. We help them to leverage the power of the LYCRA® brand, to differentiate products and add value for them every step of the way. This is of particular importance in the hosiery sector: in an environment where everyone needs a point of difference, our bespoke solutions deliver differentiation and add value,” said Jane Gwyther, Senior Strategic Account Manager - Legwear at The LYCRA Company.
She continues: “For that reason, we are passionate about protecting our brand and everything that the LYCRA® brand stands for, which in turn, assures our business partners are getting the best quality and underpins their investment in working with us.
The “Zero Tolerance” campaign appears on billboards, buses, in print display as well as across a series of digital channels in the UK, Italy, Turkey and Poland, from November 2019 with roll-out in additional countries in 2020.
The LYCRA Company innovates and produces fibre and technology solutions for the apparel and personal care industries, as well as specialty chemicals used in the spandex and polyurethane value chains. Headquartered in Wilmington, Delaware, The LYCRA Company is recognized worldwide for its innovative products, technical expertise, and unmatched marketing support. The LYCRA Company owns leading consumer and trade brands: LYCRA®, LYCRA HyFit®, LYCRA® T400®, L by LYCRA®, COOLMAX®, THERMOLITE®, ELASPAN®, SUPPLEX®, TACTEL®, and TERATHANE®.
While The LYCRA Company’s name is new, its legacy stretches back to 1958 with the invention of the original spandex yarn, LYCRA® fibre. Today, The LYCRA Company is focused on adding value to its customers’ products by developing unique innovations designed to meet the consumer’s need for comfort and lasting performance.
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