Invista, owner of the Lycra fiber brand and one of the world's largest integrated producers of fibers and polymers has launched its new campaign. This visually exciting initiative and associated co-branding and merchandising opportunities are now available to trade partners at its new business-to-business website.
The new consumer campaign is the outcome of a two-year, multi-market research program. Its ‘Lycra Moves You’ theme reinforces its association with comfort and personal freedom across a wide range of garments. The campaign created and produced by the Sapient Nitro agency includes dynamic visuals shot by internationally acclaimed photographer Rankin, who likens the freedom and energy his models depict to the unique characteristics of Lycra fiber, as well as stylish TV and digital channel commercial from award-winning film director Philippe André.
The added value and benefits of Lycra fiber will be signaled to consumers through new hang-tags and brand imagery. The iconic brand logo is supported by vibrant, versatile new imagery and designs in a range of stylish retail merchandising and advertising materials articulated through the campaign. From this month onward, consumer communications will take the form of a collection of TV and online commercials, a distinctive new print campaign, a major digital and social platform, as well as new merchandising initiatives at point of sale.
www.lycra.com
