Du Pont Co. wants to stretch the market for its Lycra fiber to more products, and is breaking a new global ad campaign to support the effort.
Du Pont will launch a $40 million campaign for Lycra in late April. The ads, from Saatchi & Saatchi Business Communications, Rochester, N.Y., will primarily be print, outdoor and interactive marketing, with some TV spots possible, all with the tagline "Enjoy the difference."
The budget is $10 million for the U.S. and $30 million for overseas, Du Pont's largest-ever single strategic marketing investment for its fiber brand, according to company officials.
"We want to be the `Intel Inside' of garments," said Greg Vas Nunes, Lycra regional director for North America.
Du Pont has set an 8% annual growth target for Lycra during the next five years, Mr. Vas Nunes said. He added growth can be achieved by expanding Lycra's penetration among new demographic groups, such as teens and men, and by expanding into new product categories, such as shoes, children's apparel and men's wear.
The campaign seeks to strengthen Lycra's positioning as the ingredient that makes clothes look and feel better, said Linda Kearns, global brand manager.
The media buy has been expanded to include more non-fashion publications, including People, Teen People and Parenting in the general market an GQ, Sports Illustrated and Men's Health to reach men.
Meg Burich, Lycra brand manager in North America, said the ads could run alone or as co-op advertising.
The campaign may include some "opportunistic television" later in the year, Ms. Burich said.
That part of the campaign is still being planned and commercials have not been shot yet.
Copyright February 1999, Crain Communications Inc.