DuPont holds pitch for worldwide Lycra profile-raising task

DuPont, the billion-dollar chemical company, is talking to networks about a multi-million-pound international advertising campaign for its Lycra brand.

The company is planning a new global push to increase awareness of Lycra and position it directly to the consumer as a product in itself. DuPont has spoken to seven networks about the task, and is now understood to have narrowed the list down to five.

Saatchi & Saatchi, the incumbent on the global DuPont Lycra business, is still involved in the pitch, which is being run from New York.

DuPont, which delivers science-based products for the healthcare, clothing, construction, electronics and transportation industries, has a number of agencies on its roster.

Doner handles advertising for performance brands such as CoolMax, Saatchi & Saatchi handles the Lycra and Antron brands, Young & Rubicam handles Teflon and BBDO handles Stainmaster.

The new campaign will be targeting woman aged up to 35. It is believed agencies will be asked to make recommendations for media partners for a later media review.

In February, DuPont announced its global fibres business - incorporating its nylon, polyester and lycra interests - would be separated from its corporate DuPont business. The new subsidiary is called DuPont Textiles & Interiors, but the separation will not be completed until the end of 2003.

DuPont Lycra is increasingly used in fashion fabrics, with designers such as Calvin Klein, and J.Lo incorporating the product's stretchy quality into their designs.