DUPONT LYCRA ENJOY THE DIFFERENCE
By Adnews Staff
DuPont LYCRA of Mississauga, Ontario is reaching out to men, women and teens around the world in a new global advertising campaign that was launched earlier this week. The campaign, created by Saatchi & Saatchi Advertising of New York, is built around the theme "Enjoy the Difference" and is the first global positioning to be taken by LYCRA. The campaign is designed to focus on the brand as an ingredient that improves clothing. A series of print ads that will appear in over 30 Canadian and American magazines is being used to advertise the brand. The ads are also part of a partnership between DuPont and the Yorkdale Shopping Centre. The partnership includes advertising in the form of an eight page magazine insert being distributed through five national magazines, on Yorkdale's 80 interior billboards in the shopping centre and point-of-purchase materials in many participating retailers. LYCRA is the DuPont brand of elastane that can stretch up to 600% and spring back to its original shape. LYCRA is never used alone but rather in blends with cotton, nylon, wool, polyester and other fibers. DuPont is a research and technology-based company offering products based on chemicals, polymers, fibers and life sciences.