Dow Corning unveils new strategy in campaign

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In terms of sustainability, Dow Corning said more than half its portfolio will consist of products linked to sustainability, such as solar power.

Finally, Dow Corning is expanding its Xiameter brand online ordering system, offering twice as many products and new volume ordering options.

To communicate these changes, Dow Corning turned to its creative agency, Slack Barshinger, Chicago, to develop an integrated ad campaign.

The effort includes print and online, and is aimed at engineers and product formulators in industries including life sciences, energy, automotive and electronics.

One print ad features Dow Corning President-CEO Stephanie Burns, with a headline reading, “We're always working to understand your business. That's why we're changing ours.”

An ad for the Xiameter brand of silicone products has a headline reading, “Click for more options,” and highlights changes to the online ordering system, including the availability of more than 2,100 products, market-based pricing and smaller volume requirements.

The print ads are running in publications including Chemical & Engineering News, Chemical Week, Design News, Renewable Energy World and Solar Today.

Online banner ads also communicate the changes, with links to a microsite that further describes the new business strategy.

Slack Barshinger handled overall brand strategy and creative, and Blue Interactive handled online.

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