DUPONT TO LAUNCH DIRT-RESISTANT CARPET
By Adnews Staff
U.S.-based Dupont Inc. is trying to get rid of dirt. The company will begin offering a new carpet in North America that Dupont says will stay 40% cleaner than other carpets because it features Advanced Teflon Repel System technology. The technology repels most of the liquids and dirt that cause staining and soiling, and boosts the effectiveness of vacuuming so that it removes 26% less dirt than comparable carpets on the market. The Teflon repel system repels most dirt and liquids by lowering the surface energy of the carpet fibers. Instead, dirt sticks to surfaces with higher surface energies such as shoe soles or pet's paws. In Canada, Dupont will promote the new carpet using magazine ads created by BBDO Worldwide of New York. Jade Communications of Markham, Ont. will handle the media buy.