Saatchis’ Lycra push

Textiles giant DuPont has appointed Saatchi & Saatchi to stretch the appeal of its Lycra brand into new sectors.

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

key markets.



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.



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