Home > Encyclopedia of Major Marketing Campaigns > Dow Chemical Company

• Further Reading

2030 Dow Center
Midland
Michigan
48674
USA
tel: (517)636-1000
fax: (517)638-9621
website: http://www.dow.com

Overview

The fifth largest chemical company in the world (second in the United States behind Du Pont), Dow Chemical Company had annual sales of $18 billion in 1998, The company manufactures and supplies chemicals, plastics, and agricultural products and services for customers in 168 countries. Faced with the task of transforming its image of from that of a huge, cold, chemical powerhouse to a concerned, caring corporate citizen, Dow turned to the "Down Lets You Do Great Things" campaign. Introduced in September of 1985 with an annual budget of $10-$15 million, the campaign usually focused on young,...