Du Pont seeks new agency to promote Lycra fibre globally

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.

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

the initiative.



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

it.



’Lycra is a sexy product with great consumer benefits but is made by

scientists,’ a senior agency manager who has worked on the business

said.



’The problem is how to reconcile these two things in the advertising.’



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