DUPONT HIGHLIGHTING "MIRACLES OF SCIENCE"
By Adnews Staff
Dupont Canada Inc. of Mississauga, Ontario is praising some "Miracles of Science". The company is promoting the launch of its new corporate identity, which is designed to highlight Dupont's commitment to science-based solutions and innovations. "The Miracles of Science" replaces "Better Things For Better Living", which has been the company's global brand identity since 1935. "Dupont's internationally recognized scientists have made important discoveries throughout the 20th century, including significant contributions from our people here in Canada," Jim Barton, vice president of human resources and communications, said. "The Miracles of Science campaign signifies this commitment to science." The Canadian launch of Dupont's new corporate identity will be supported with a print advertising campaign called "To Do List For The Planet". Print ads, from MacLaren McCann of Toronto, will run in daily newspapers, magazines and trade publications beginning this month. The ads will focus on products researched and developed by Dupont. The first ad features a photograph of polar bears in the Arctic and highlights the invention of fabrics that "keep humans as warm in the Arctic as everyone else". Additional ads will feature Dupont's automotive paint and polymers technology. Dupont Canada has also continued its commitment to science by becoming the title sponsor of Timescape, the Ontario Science Centre's latest exhibition. The exhibition takes visitors on a journey from the beginnings of the earth to present day, offering a glimpse of the future. The new "Miracles of Science" campaign will run into 2000.