The agency has created a strategic positioning to replace the stretch fibre brand's long-running 'Has it' campaign. The strategy is expected to be revealed in what will be the Lycra brand's 50th anniversary year, 2008.
Earlier this year, Fallon London was hired to test a concept for the strategy in five key international markets. Fallon was then formally named as the agency that will develop the 2008 campaign.
The campaign will target consumers and the trade.
Lycra brand-owner Invista is an independently managed but wholly-owned subsidiary of the privately-owned Koch Industries. Lycra, famous for its use in sportswear, was formerly a division of DuPont. DuPont sold the business to the Wichita-based Koch Industries in April 2004 in a deal worth $4.2bn (拢2bn).
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