Insqin, a new polyurethene coating technology from Bayer MaterialScience, will be advertised in an unusual way. The campaign is aimed at textile manufacturers and clothing brands. It will set Insqin apart from the competition by emphasising its visual appeal rather than concentrating on its environmental-friendly properties.
Insqin is a turnkey solution for a new generation of polyurethane coated fabrics. It is a waterborne coating (as opposed to solvent-based technology). Waterborne fabric coatings are more environmentally sound than solvent-based ones. While competitors have tended to focus on sustainability in their communications, the campaign for Insqin centers on the concept of inspiration. Insqin will be positioned as an inspiration to technology.
The coating results in more brilliant colors when water splashes the fabric. So the campaign features bold images of models being splashed with water. The campaign is handled by Doremus and FleishmanHillard.
Bayer MaterialScience is among the world’s largest manufacturers of high-tech polymer materials. It’s a global market leader in polyurethanes. The company develops and produces the components for rigid and flexible foams as well as for solid materials. Diverse applications range from mattresses and ski boots to insulating materials for refrigeration appliances and buildings. The company also develops and produces polycarbonates.
