Case | HBS Case Collection | December 1992

Du Pont: Corporate Advertising for 1992

by Stephen A. Greyser and Norman Klein


Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the role of print and television advertising as well as events sponsorship. Also includes Du Pont's approach to evaluating its corporate advertising. Acquaints students with the objectives and detailed program specifics of corporate advertising campaigns, to examine the continuity of corporate image position of a major high-visibility diversified firm.

Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry;


Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.