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• New realities

• New approach

• New clarity

We advised DuPont on how to defend the world's most famous non-stick cookware brand – and create new value for it. TEFLON® came under attack when it was alleged – incorrectly – that chemicals used in the manufacture of non-stick surfaces were a health hazard. We helped communicate the facts, then repair damage with a new brand strategy that reinforces its unique value in creating consumer interest in cookware and differentiating quality products in an increasingly cost-driven global marketplace.