Advertising / INVISTA LYCRA®

Finding A Brand That Fits:
Innerscope Guides Successful Launch Of The LYCRA® Style Brand

Challenge

LYCRA® was first introduced in the late 1950s as the miracle fabric with improved performance and comfort. Decades later, the fabric is still innovative, but is not as well-known by shoppers. Knowing that brands that successfully forge a powerful emotional connection with consumers gain a competitive advantage, INVISTA wanted to ensure that all campaign elements for its new LYCRA® Style brand would emotionally resonate with younger consumers. However, traditional market research could not deliver a clear picture of which elements would prove most successful.

Solution

Using its proprietary Biometric Monitoring System™, Innerscope studied target consumers’ emotional responses to a variety of campaign elements, including the LYCRA® Style concept statement, print imagery, clothing tags and logo. By working with Innerscope, INVISTA was able to definitively select the imagery and elements most effective at building an emotional connection with target consumers. INVISTA leveraged these insights to confidently inform its campaign direction and maximize in-market performance.

Results

• Based on Innerscope’s research, INVISTA launched its U.S. campaign with a 30-second spot on the JumboTron in Times Square, 30-second spots in New York cabs, a trade ad, a promotion with just-style.com and a microsite for the new brand at lycra.com.
• INVISTA presented results at international trade conferences to showcase consumer affinity for their brand with potential customers, including garment manufacturers and designers.