Lycra, the stretch fibre popularised by Olympic athletes such as
Linford Christie and Sally Gunnell, is to be given fresh impetus via a
multi-million-pound global branding campaign.
Executives from the Geneva headquarters of Lycra’s manufacturer, Du
Pont, are understood to have had talks with a number of agencies about
Du Pont this week dismissed as ’pure speculation’ reports that agencies
were being briefed.
But industry sources claim that the budget for the new campaign could be
in line with the pounds 27 million set aside to support the brand when
the worldwide Lycra business was centralised within Young & Rubicam in
October 1993. Y&R, which has the Lycra account in Switzerland, is
thought to be a contender for the global assignment.
Lycra advertising has been directed as much at the trade as at
consumers, with the aim of persuading clothing manufacturers to use
’Lycra is a sexy product with great consumer benefits but is made by
scientists,’ a senior agency manager who has worked on the business
’The problem is how to reconcile these two things in the advertising.’