KENNESAW, Ga.-Invista will launch a new brand identity and an enhanced website for its Dacron brand of fiberfill at International Pillow Fight Day, which will take place tomorrow at Washington Square Park in New York City.
The new identity, which includes the tag “The Dacron Difference,” was developed after a year of consumer research conducted with almost 2,000 bedding customers, according to a statement from Invista. It encompasses a logo with a stylish design intended to convey the comfort, quality and trustworthiness of the brand.
The expanded website features information on Dacron fiberfill and technologies, consumer education pages and a blog on sleep topics. It will also have separate consumer and trade entry points to improve the visitor experience, and provide access to specialized content developed to appeal to each audience.
Roberto Fontanillas, Invista’s global business director for its performance bedding products, said, “We believe this brand strategy will provide the foundation for the Dacron brand to continue to drive innovation and excitement as a contemporary leader in the bedding market.”
International Pillow Fight Day, which has been held on the first Saturday of April since 2005, is a Dacron program in which people gather in hundreds of cities throughout the world and engage in pillow fighting and other activities. Before the pillow fight begins in New York City at 3 p.m., consumers can visit the Dacron traveling slumber party to check out bedding with Dacron fiberfill and pick up free items. The slumber party will be outfitted with a custom-made headboard with the Dacron logo and pillows, comforters and a mattress pad with Dacron fiberfill, provided by Hollander Sleep Products.