DU PONT'S LYCRA ADDS FILM TIE-IN: JOINS FORCES WITH 'TEEN PEOPLE' FOR FALL PROMO WITH 'SABRINA' STAR

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Du Pont Co. goes back to school to promote its Lycra fiber with a tie-in to a new 20th Century Fox film.

A six-page Lycra ad supplement in Teen People will feature the stars of the movie, tentatively entitled "Next to You." It will appear in the magazine's September issue.

This is the first tie-in of its kind for Lycra, which broke a $40 million global campaign in May to promote the many unexpected uses of the fiber on clothing (AA, March 1).

A FIRST FOR 'TEEN PEOPLE'

It's also a first for Teen People, which has done promotions with movies and apparel brands but never tied both into advertising, said Jesse H. Jackson, associate publisher.

The magazine came up with the idea for a Lycra supplement to appeal to teens, and once Du Pont was on board, it also came up with the movie vehicle, he said.

The movie, set for an October release, stars Melissa Joan Hart, star of "Sabrina the Teenage Witch," a TV favorite among teens.

Teens "love clothes and they love entertainment, so this brings them both together," said Meg Burich, Lycra senior marketing specialist.

Eastman Kodak Co. has signed as an additional sponsor and is featured in the advertorial.

The insert shows the actors modeling clothing with Lycra, including brands such as Lee, Steve Madden, Rampage and others. It copies the look and the "Enjoy the difference" tagline of new global Lycra ads created by Saatchi & Saatchi, Rochester, N.Y.

Media Edge, New York, handles media buying.

Teen People and Lycra also are collaborating in a promotion that includes a

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