Let’s say you are a brave advertising agency—very brave. Your job, should you be 
awarded the contract, is to re-brand Dow Chemical. Do not be concerned that the existing brand suffers from some excess baggage like Vietnam-era defoliant Agent Orange, cancer-causing breast implants, and the Union Carbide Bhopal, India disaster. Such problems only intimidate wimps. And as such, four major agencies are responding to Dow’s open to bid for their business. Ad Age is kicking ass and taking names here (free registration required.)
Marketing Blurb has a few humble suggestions. First, seek permission from Procter & Gamble to license one of their brand names, and rename the company Downy Chemical. Failing that, consider suitable tag lines like, Dow Chemical--Do not inhale, or Dow Chemical-- Wash your hands thoroughly. Just kidding, folks! We wish Dow Chemical and the winning agency a successful campaign. Just keep your distance, thanks. Photo Credit: Advertising Age
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