Du Pont readies global Lycra push

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Du Pont Co., Wilmington, Del., will launch a $40 million global campaign to promote Lycra fiber in May publications around the world. The effort, from Saatchi & Saatchi, Rochester, N.Y., also will include outdoor, trade and TV ads, as well as interactive marketing. Du Pont is targeting men and teens for the first time, said Meg Burich, Lycra brand manager in North America.

Copyright February 1999, Crain Communications Inc.

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