INVISTA Unveils New "Unstoppable" Advertising Campaign
INVISTA, one of the world’s largest integrated producers of fibers and polymers, has unveiled a new global marketing campaign. “Unstoppable” focuses on consumer confidence in fashion swimwear with XTRA LIFE LYCRA® fiber, and showcases new insights and scientific findings that support the advantages of INVISTA’s flagship swimwear fiber in the real swim environment.
This unique campaign departs from traditional pool side swim images and instead, features three extreme themes to symbolize the technical advantages of XTRA LIFE LYCRA® fiber in the severe swim environment. “We are proud to unveil our new “Unstoppable” campaign to help consumers feel assured in their choice of XTRA LIFE LYCRA® fiber. This powerful consumer and trade campaign truly brings together the emotional and technical benefits for fashion swimwear,” says Ninabeth Sowell, Global Marketing Director, Intimate Apparel & Swimwear for INVISTA.
To illustrate the severity of the swim environment, INVISTA had the series of three advertisements shot in Namibia, Africa; Mauritius, Indian Ocean and the Swiss Alps, Europe. Created and produced by Euro RSCG San Francisco, the campaign features the work of Stan Musilek, boasted one of the “Best 200 Photographers of the World” by Lürzer’s Archive.
The “Unstoppable” campaign helps trade and consumers see the benefits of XTRA LIFE LYCRA® fiber in a context that is specifically relevant to fashion swimwear, combining new insights on consumer behavior patterns with new technical information. Fabrics were tested for fiber breakage after exposure to simulations of the real swimwear environment. The results show that swimwear made with XTRA LIFE LYCRA® fiber resists fiber breakage and safeguards against fit loss more than five times longer than other chlorine-resistant elastanes.
The campaign will be featured at major trade shows globally, including the XTRA LIFE LYCRA® Brand Swimwear Show at Mercedes Benz Fashion Week, Salon Allure, and the Swim Association of Florida shows in Miami, and Mode City, Paris. Additionally, it will be supported through trade brochures, a behind the scenes video of the making of the campaign, new premium hangtags, a consumer-facing animated video, and customized retail promotions and in-store concepts.
Source: Strategic Insights – 2011 Global Swim Research.
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