Strategy: DuPont Earmarks $200M to Stretch Lycra Brand Name Around the World

DuPont has enlisted singer Jessica Simpson and golfer Matt Kuchar for a $200 million global campaign for its Lycra brand, emphasizing that each of the spokespeople "Has it" while others don't.

The "it" in this case is the air of confidence that comes from wearing DuPont Lycra, its branded spandex fiber now in garments from undies to fine suits and outerwear."They look great and feel great. You can tell it when they walk into a room," said Linda Kearns, global communications manager.

DuPont will spend $200 million over three years for a global push bowing this month in Europe and next month in the U.S. McCann-Erickson, New York and London, handles.

Of the first year's $40 million global spend, $10 million is slated for the U.S. The total spending figure includes print, TV, outdoor, Internet promotions, publicity, co-branded retail partnerships and hangtag programs. A spring Internet promotion will offer people a way to assess whether they have it or they don't. Regional winners may be featured in future ads.

In addition to the glitz, handheld BrandScan units next year will reinforce the program to consumers at retail through technology that can detect Lycra's presence in fabrics and garment swatches. Print will showcase intimate apparel, swimwear, ac-tivewear, outerwear, hosiery, denim, linen and ready-to-wear.

Celebrities, models and accomplished individuals, such as one of the architects working on the new World Trade Center site, appear in the ads.

The effort comes amid rumbles that Lycra and fellow brands Teflon, Stainmaster, Dacron and others united last year as a new, wholly-owned unit called Du-Pont Textiles & Interiors, have been sold to Wichita, Kan.-based Koch Industries. A DuPont rep dismissed the claim.