Seven Big Ideas - Start To Finish: The DuPont Teflon Story

Robert O. Bach

What you've just seen is a commercial we call "Wash-Up."

I wanted to show it to you right off the bat for two reasons:

First, because I have a hunch that not too many of you spend much time in the kitchen, nor do you get much chance to watch daytime TV. You probably haven't seen this commercial on the air and you probably have what the researchers call a "low awareness" of the product it advertises.

But, just remember that this commercial and the advertising I'll be showing isn't really talking to you.

It's a thing that's going on between our client and your wife while you're at the office – or away at meetings of the 4A's – and you aren't supposed to know.