“The DACRON® Difference”: New DACRON® Brand Identity, Web Site Launch at Pillow Fight Day
Continuing to build on the global strength of the DACRON® brand, INVISTA will unveil a new brand identity and an enhanced web site for their world-renowned fiberfill brand at International Pillow Fight Day at Washington Square Park in New York on Saturday, April 5. Before the pillows fly at 3 p.m., consumers can stop by the DACRON® traveling slumber party to check out the new look, experience the comfort of bedding with DACRON® fiberfill, and pick up valuable freebies (while supplies last).
The branded DACRON® bedroom-on-wheels will be located on University Place at 9th Street, just north of the park, from 9 a.m. to 5 p.m. The traveling slumber party is outfitted with a custom-made logo’d headboard along with comfy pillows, comforters and a mattress pad of DACRON® fiberfill provided by Hollander Sleep Products. DACRON® brand “Fans” will participate in traditional slumber party games, engaging people on the street and encouraging people to follow the brand on social media.
The new DACRON® brand identity, developed after a year of consumer research conducted with almost 2,000 targeted bedding customers, is soft, fresh, modern and natural. Those surveyed agreed that the stylish design conveys the comfort, quality and trustworthiness which have been the hallmarks of DACRON® brand for generations.
The expanded dacron.com web site features information on DACRON® fiberfill products and technologies, as well as consumer education pages and an engaging, friendly blog on sleep topics. The site will have separate consumer and trade entry points to improve the visitor experience and provide access to specialized content developed to appeal to each audience.
“We believe this brand strategy will provide the foundation for the DACRON® brand to continue to drive innovation and excitement as a contemporary leader in the bedding market,” said Roberto Fontanillas, global business director for INVISTA’s Performance Bedding Products Business. “We are building clear and concise brand messaging to reflect unique DACRON® brand differentiators around the world, and to help our customers leverage that differentiation.” The full array of DACRON® fiberfill technologies and brand extensions have been integrated with the brand’s new look and feel.
For more information, visit DACRON® at www.dacron.com.
EDITOR’S NOTE: High-resolution images and b-roll for editorial use available on request. Please contact Performance Bedding Products Marketing Manager Misti Moore, firstname.lastname@example.org.