D'arcy Masius Benton & Bowles Crafts A New Corporate Identity Campaign For Dow Chemical

DETROIT – D’Arcy Masius Benton & Bowles introduces a new tagline for Dow Chemical Co. in an $8 million TV campaign breaking today.
The new theme, “What good thinking can do,” suggests the positive impact Dow’s application of science has on consumers’ quality of life, said Gary Horton, chief creative officer of the Troy, Mich.-based agency. It replaces the longtime line, “Dow lets you do great things.”
When the previous slogan was tested, consumers weren’t sure what it meant, said Doug Draper, Dow corporate publicity manager.