Overview

In 1935 DuPont hired Batten, Barton, Durstine & Osborn (BBD&O) to change DuPont’s image from “the powder people” to “peace time manufacturer.” A corporate advertising campaign was launched promoting DuPont’s role in improving daily life with the slogan “Better Things for Better Living … Through Chemistry.” The tag line “through chemistry” was removed from advertising in the 1980s. The slogan was replaced in 1999 with The miracles of science®, capitalizing on DuPont’s heritage and strength as a science company.

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