NEW YORK — As part of a company-wide branding effort, industrial giant DuPont is kicking off a $20 million national ad campaign to promote its Teflon, Stainmaster and Corian brands.
This story first appeared in the July 17, 2003 issue of WWD. Subscribe Today.
The campaign will include TV ads for its Teflon fabric protector apparel product that are due to begin running on network and cable TV on Monday.
The ads, created by Doner Advertising, carry the tag line “Make Everyday Easy” and show people wearing clothing treated with Teflon, who demonstrate how the treatment protects garments from stains.
The ads are to run on channels including CBS, Lifetime, HGTV, TLC and the Food Network. The campaign also includes print ads that are to appear in magazines including Redbook, O, House Beautiful, Ladies Home Journal and Esquire.
Huw Williams, global business manager for textile effects, said the goal of the campaign was to explain to consumers that the Teflon technology used in kitchen products is also available in garments. Other ads in the campaign will promote Teflon nonstick coating in cookware, the Stainmaster carpet treatment and the Corian and Zodiaq brands of countertop material.
As reported, DuPont plans to sell or spin off its DuPont Textiles & Interiors unit by the end of this year.