From the archives: Reinvigorating a key market player through bolder positioning

As an indispensable solutions provider, Dow goes beyond chemicals. Our strategy and creative helped this industry titan change the conversation from product-focused to benefit-led-and elevate a category in the process.

Our challenge was to reinvigorate a key market player by telling bigger, bolder stories. Dow’s competitors had all undergone recent brand revitalization campaigns, leaving the global firm in a position of being perceived solely as a product-generating chemical company. But with unprecedented capabilities and unmatched reach, Dow was actually in a category all its own.

From energy and infrastructure to agriculture and consumer goods, Dow’s scientific solutions and innate sense of wonder are behind the very best. More than just products in a catalogue of many, Dow innovations are central to our way of life. We drew attention back to Dow’s capabilities and passion under the banner cry, “Solutions for Human Progress.” United under this new mandate, Dow was able to offer a much broader point of view on its company, its capabilities, and most importantly of all, its role in the future.

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