DuPont to roll out $40M Lycra campaign

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Wilmington, Del.--Using its classic “pull” marketing technique for b-to-b products, DuPont Textiles & Interiors will launch a global consumer advertising campaign for its Lycra product.

The $40 million “Has It” campaign, which will begin in the spring, attempts to associate Lycra, an ingredient in various clothes and textiles, with a stylish lifestyle.

Ideally, the campaign will drive consumer demand for products containing Lycra, which will, in turn, boost demand for Lycra from garment makers.

Created by McCann-Erickson WorldGroup, the TV and print campaign will focus on the U.S., Italy, Spain and China.

Professional golfer Matt Kuchar and actress Ivana Milicevic, among others, are featured in theadvertisements.

“Our goal is to more aggressively differentiate clothes enhanced with Lycra and bringattention to the fact that not everything that stretches is equal,” said Linda Kearns, apparelcommunications director at DTI.

--Sean Callahan

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