Lycra moves you, and how

Created by Sapient Nitro, Invista's latest campaign to reinforce the emotional link consumers have developed with the brand in terms of comfort and personal freedom across a wide range of garments

BestMediaInfo Bureau | Delhi | October 22, 2014

Click on the image to watch the TVC.

Invista, owner of the Lycra brand and producer of fibers and polymers, has launched a new consumer campaign on October 16, 2014. Created and produced by Sapient Nitro, the consumer campaign that includes visual shots by photographer Rankin, is the outcome of a two-year, multi-market research programme.

Denise Sakuma, Global Lycra Brand Director, said, "We are excited to cause a Lycra brand movement at both trade and consumer levels globally. The Lycra Moves You campaign is the perfect message platform to communicate for the first time to consumers that Lycra is a brand of a fiber and the magic component that gives wearers fit, comfort and the freedom to move. We are making the Lycra brand and fiber visible to consumers physically, emotionally and creatively."

The added value and benefits of Lycra fiber will be signaled to consumers through new hang-tags and brand imagery. The Lycra brand logo is supported by vibrant, versatile new imagery and designs in a range of stylish retail merchandising and advertising materials articulated through the campaign Lycra Moves You.

Bob Kirkwood, Executive VP of Invista Apparel & Advanced Textiles, said, “The research showed that although awareness and respect for Lycra fibers is consistently high, consumers were sometimes confused about the multiple benefits it brings. The new brand architecture and positioning simplify and communicate the benefit propositions in ways that we believe will also increase levels of emotional engagement. The new Lycra brand positioning and architecture should enable downstream partners from yarn spinners to retailers to better leverage its differentiating value. They can view all the elements of the new Lycra Moves You consumer campaign at www.connect.lycra.com where our new business-to-business website provides full information on the technology platforms and joint marketing opportunities that accompany it.”

From October onward, consumer communications will take the form of a collection of TV and online commercials, a new print campaign, a digital and social platform, as well as new merchandising initiatives at point of sale. The campaign will roll out in the months ahead to enable trade partners in each region to take full advantage through co-branding initiatives, hang tags, and joint merchandising programmes.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Sapient Nitro

Client: Invista Apparel & Advanced Textiles

Global Lycra Brand Director: Denise Sakuma

Creative Director: Justin Barnes

Client Services Director: Mike Falconer

Account Director: Naomi Hirst

Producer: Stephen Worley

Production Company: Independent Films

Director: Philippe André

Producer: Cathy Green

Director of Photography: David Ungaro

Editing: Final Cut

Post-production and visual effects: Glassworks

Music: Nouvelle Vague, "Dance With Me”

Sound production: Wave

Photographer: Rankin

Art Buyer: Sophie Hinds

Post-Production (print): PICS Picture and Imaging Consultants

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