Textiles giant DuPont has appointed Saatchi & Saatchi to stretch
the appeal of its Lycra brand into new sectors.
DuPont has handed the pounds 20m global consumer brief to Saatchi &
Saatchi after a pitch against Young & Rubicam and Bartle Bogle Hegarty.
DuPont wants to broaden the brand’s appeal by targeting new audiences
such as men and teens.
The agency will develop a global creative strategy for DuPont and has
also been appointed to execute the work across Europe through its London
and Geneva offices. The campaign will include press, TV and outdoor in
The global creative role is a new one. Y&R runs Lycra’s advertising in
the US and handled the last European campaign for the brand two years
ago. Y&R will continue to handle US media planning and buying but
Saatchi & Saatchi will act as the lead creative agency.
Lycra has been successful in sectors such as lingerie, swimwear and
sportswear but marketing activity will focus on use in outer garments.