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BtoB

DuPont to launch $20M branding campaign

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Wilmington, Del.--DuPont announced Wednesday that it is launching a $20 million TV and print advertising campaign featuring several of the company’s brands.

Using its familiar pull-through marketing strategy, the company will promote the ingredients it produces for consumer products.

Among the DuPont brands to be featured are Teflon (both as nonstick coating and as a fabric protector), Stainmaster for carpets and Corian and Zodiaq for countertops.

The TV spots will run during early morning and evening news programs, primetime network shows and events such as the U.S. Open Tennis on CBS. The spots will also appear on cable networks such as Lifetime, HGTV and the Food Network. Print advertising will appear in Better Homes & Gardens, InStyle and other publications.

--Sean Callahan

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