Consumables
“Redesign the Rules”
Tuesday 04. November 2008 - Dow Fiber Solutions Unveils Global Advertising Campaign for XLA
Dow Fiber Solutions, a business unit of The Dow Chemical Company, has announced the global launch of its multi-media advertising campaign for DOW XLA, the worlds first olefin-based stretch fiber. At the same time, the official website for DOW XLA goes online for the first time, offering both wholesalers and consumers the latest information on benefits of the groundbreaking fiber.Following the launch of the advertising campaign,consumers will be able to view video clips of the advertisements on the website.
At the forefront of cutting edge fashion and technology, Dow Fiber Solutions has launched the groundbreaking DOW XLA, the first olefin-based stretch fiber that redefines traditional rules of design to revolutionize the look and feel of garments, satisfying the demands of different occasions.To let consumers know how this innovative stretch fiber can benefit their daily lives, Dow Fiber Solutions launched a new comprehensive, multi-media advertising campaign for DOW XLA in an evocative and engaging format,creating a visually stimulating series of seductive print ads and videos designed to challenge conventions and connect with the fashion industry on a universal human level – the desire for breakthroughs that evolve the way we interact with the world. The goal is to redesign the way the industry designs apparel and fabric and how the consumer wears clothing. The new campaign was inspired by a simple question; “What if one fiber could revolutionize the way designers create, how people feel in their clothes, how they look and how they take care of their apparel?”
Launched simultaneously withmulti-media advertising campaign for DOW XLA, its official website comprises the latest information on the practical applications of DOW XLA and related events.Furthermore, consumers can learn more about the product advantages and practical uses of DOW XLA in the apparel market by browsing the website.Meanwhile, wholesalers can obtain the latest purchasing information from the website, and benefit from opportunities to create branding synergies with Dow Fiber Solutions.
Holiday Watson, Global Brand Communications Manager for Dow Fiber Solutions, says, “We feel that the DOW XLA brand has reached a new level and gained rapid acceptance among powerful, industry leading brands, as the premium fiber of choice. This is the perfect time to showcase these partnerships and the breakthrough benefits of this innovative fiber that allows designers and mills to redesign the rules.”
Shot by high-concept fashion photographer Henrik Halvarsson – whose clients have included Diesel, Nokia, Ikea, and Bjorn Borg – in an unconventional and provocative style, each execution challenges a fashion convention and presents the solution
the DOW XLA solution. The print ads and online video are sophisticated and aspirational, meant to portray an irresistible world where everything suddenly feels designed just for you. Inviting the viewer to experience the benefits of DOW XLA fiber, the video takes us on a journey through each of the benefits – design superiority, performance, fit and durability – in core fashion categories – ready to wear, denim and swimwear.
The DOW XLA “Redesign the Rules” campaign will debut this fall in global trade publications including Womens Wear Daily, DNR and Sportswear International as well as a number of industry and consumer outlets throughout North America, Europe, South America and Asia. It will be complemented by a fully integrated web platform in key online and national media.