Kennesaw, Ga.-based fiber supplier Invista launched a new brand identity and website for its Dacron fiber fill on International Pillow Fight Day April 5. The company participated in an event at Washington Square Park in New York, bringing its “Dacron bedroom on wheels” to University Place before the pillow fight began, and encouraging passersby to experience the comfort of bedding containing Dacron fiber fill.
The company said its new Dacron brand identity is “soft, fresh and modern.” The expanded website, www.dacron.com, offers product information, consumer education and an engaging sleep blog. It is both consumer- and trade-facing, with different points of entry and specialized content for both audiences.
“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,” said Roberto Fontanillas, global business director for Invista’s Performance Bedding Products business.
