Client: DuPont Lycra® 

Goals: Educate consumers about the benefits of hosiery including Lycra® LegCare, disassociating them from the concept of “revitalizing tights”. Associate this fibre with the main brands of the hosiery market. Capture new consumers and increase their loyalty. Motivate the purchase of hosiery with Lycra® LegCare.

Strategy: Cooperation agreement with El Corte Inglés chain of department stores for a 15 day national promotional campaign, in which the seven brands of hosiery with Lycra® LegCare set their own promotional incentives (% discount, giveaways, etc.). Design and production of PLV and of distinctive Lycra® LegCare for the packaging of the brands involved. Supervise and control development of the promotion.

Impact: 15% increase in average sales of brands on promotion. Increased loyalty in hosiery manufacturers.