The message behind the program focused on key benefits consumers look for when shopping for socks. Retail point-of-sale displays used the following message: “What does LYCRA fiber bring? Comfort, perfect fit (they don’t fall neither do they compress) and absolute freedom of movement.”
Titled “LYCRA® Fiber Week” the activations included:
• Interactive windows and in-store displays including hangtags that highlight the benefits and allow consumers to touch and feel LYCRA® fiber
• Contests on LYCRA® fiber with participants being able to win featured products
• Online promotions and mentions include the “LYCRA® Moves You” campaign video
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