DuPont: The Horizons Project

This case study describes the content marketing element of a global corporate brand positioning campaign for Du Pont to change its image from a chemicals company to a collaborative scientific innovator.

DuPont: The Horizons Project

OgilvyEntertainment New York

Advertiser: DuPontBrand: DuPontCountry: USA

Objectives

In short, our task was to transform the image of a Fortune 100 science company from a chemicals company to an innovative science powerhouse.

DuPont has a 210 year history of scientific discovery (Nylon®, Teflon®, Kevlar®, Nomex®). Despite DuPont's collaborative approach to science, industry decision makers understood little of DuPont's capabilities outside of their own silos. Put simply, brand perception was weak relative to competition. In fact, a thorough research platform implemented by BBC in...

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