DuPont Nomex Repositioning Campaign
From Fibre to Solution
DuPont, the producer of Nomex, a flame-resistant meta-aramid material for firefighters’ and industrial workers’ apparel, tasked Dark Grey Europe to develop a campaign that would increase preference and reposition Nomex as a “solution,” not just a fibre.
Dark Grey Europe took an innovative and refreshing approach, which was totally new in the market and made the communications stand out. The concept focused on the expertise of DuPont and the added benefit by the “value chain” of spinners, weavers, tailors and garment manufacturers that all bring their support to making the workers’ apparel the “gold standard in flame protection.”
This campaign concept was used throughout every marketing touchpoint, from print and digital advertising to exhibitions and display materials.