The Problem
Brazilians don't see LYCRA as a brand.
For Brazilians, "lycra" was a synonym for streching. The association with the product's functional feature had at that point, reduced the brand to a commodity. To make the launch more challenging, the new global positioning and campaign messaging made by Saatchi & Saatchi London was too disruptive for the market that hasn't heard from the brand in the last 20 years.
The Opportunity
If it stretches it's 'lycra' but with 'the tag', it's LYCRA.
A deep dive into the Brazilian consumer mind through campaign testing, focus groups and quantitative studies revealed that the last brand equity left in the target's mind was a 20 years old popular jingle from the early 90s that encouraged people to check for the LYCRA hangtag for authenticity.
The Solution
Re-invite the people to look for the (new) tag.
What once was a problem became the pivotal point to reconnect with Brazilians and help the brand to introduce the new positioning in a more contextual way.
The Creative
Retail window dressing
Print Ad
My Role
Research Design
Creative Strategy
Comms Planning
Creative Strategy
Comms Planning
