DuPont Eschews Advertising in Favor of Tie-ins

DuPont Lycra. Stainmaster. Dacron. Teflon. CoolMax. They’ve got a strong technical heritage—but limited consumer appeal—and want to broaden awareness with a plan that favors partner ties and buzz-building over advertising.

With budgets tight and marketers looking for more accountability for the funds they spend, DuPont’s efforts could create a blueprint for other so-called “ingredient brands” in mature segments.

DuPont’s effort got underway with last week’s formation of the wholly owned $6.5 billion subsidiary, DuPont Textile and Interiors, to house its slower-moving fabrics brands.