The advertising, which Doremus developed, is aimed at textile manufacturers and clothing brands. It aims to set Insqin apart from the competition by emphasising its visual appeal rather than concentrating on its environmentally friendly properties.
A media release from FleishmanHillard, which is responsible for the brand’s media relations in Asia, Europe and the US, describes Insqin as “a novel turnkey solution for a new generation of polyurethane (PU) coated fabrics”.
It is a waterborne coating (as opposed to solvent-based technology). Representatives from Doremus explained that waterborne fabric coatings are more environmentally sound than solvent-based ones, with the result that competitors have tended to focus on sustainability in their communications.
By contrast, the campaign for Insqin centres on the concept of inspiration. Albert Poon, group creative director of Doremus, pointed out that the coating results in more brilliant colours when water splashes the fabric—hence the bold images of models being splashed with water.
Poon said the aim was to “change the way brand owners look at coated fabrics”. “We want to position Insqin as inspiration to technology,” he explained. “If we position it just on innovation, it becomes just a base technology. So we positioned it as inspiration, which is a bigger brand story.”
Poon added that Insqin’s reduced environmental footprint was a secondary benefit. “Sustainability is a plus factor, not the key factor,” he said. “The textile industry wants more brilliant colours and better fabrics—that comes first. Brand owners will also find that more important. But it’s also more environmentally friendly.”