skip to searchskip to content
banner
DuPont Performance Coatings Jeff Gordon Advertising Campaign Records
print eadcite thisAsk Hagley
DuPont Performance Coatings Jeff Gordon Advertising Campaign Records

Accession 2293

Manuscripts and Archives Department, Hagley Museum and Library


PO Box 3630
Wilmington, Delaware, 19807
302-658-2400
askhagley@hagley.org

Finding aid prepared by Jason Sylvestre in August 2006., 1992-2000

This finding aid was produced using the Archivists' Toolkit 2015-03-04T11:11-0500

Finding aid prepared using best local practices and Describing Archives: A Content Standard

Cite items for this collection in the following format:
[Description and dates], Box/folder number, DuPont Performance Coatings Jeff Gordon Advertising Campaign Records (Accession 2293), Hagley Museum and Library, Wilmington, DE 19807

icon

Descriptive Summary

Title: DuPont Performance Coatings Jeff Gordon Advertising Campaign Records
Dates: 1992-2000
Accession Number: 2293
Creator: DuPont Performance Coatings, Inc.
Extent: 0.4 linear feet
Physical Description: 29 items
Language of Material: English
Repository: Hagley Museum and Library: Manuscripts and Archives Department
Abstract: The collection consists of advertisements and memorabilia collected by a DuPont employee who followed Jeff Gordon on the NASCAR circuit.
icon

Administrative Information


Provenance

Gift of DuPont Automotive Finishes

Use Restrictions

Copyright retained by DuPont.

icon

Historical Note

Du Pont Performance Coatings, Inc., was created in March 1999 by the merger of DuPont Automotive Finishes, a business unit of E.I. du Pont de Nemours & Company, and Herberts GmbH, the coatings subsidiary of the German chemical firm Hoechst AG. Automotive Finishes had once been part of Du Pont's Automotive Products Dept., and DuPont had a long history in automotive finishes. In 1993, capitalizing on the growing popularity of NASCAR racing, DuPont sponsored famed driver Jeff Gordon, whose #24 was adorned with the DuPont logo. Gordon and his car became the centerpiece of a DuPont advertising campaign showcasing its automotive finishes. DuPont chose well in their sponsorship of Gordon. In 1993 he was named the Winston Cup rookie of the year. In 1995, 1997, 1998, and 2001 he was crowned the Winston Cup Champion. Throughout the span of his NASCAR career Gordon has raced his #24 car with the DuPont name printed very prominently across the hood. Aside from the car, DuPont sponsored the “Contingency Finish” program. This program gave bonuses to winning cars painted with DuPont products. The cars that wore DuPont paint were tagged with a sticker on the contingency panel, an area near the driver’s side door. To further their marketing efforts, DuPont created a variety of different material. They produced stand-up displays featuring Jeff Gordon and DuPont’s ChromaPermier Champion’s Choice Paint to be put in DuPont product distributors and body shops. A number of posters were printed with various combinations of Jeff Gordon, the #24 car, paint schemes, color samples, other DuPont drivers, and even non-motorsports figures like Hot Rod builder Boyd Coddington. DuPont created special paint jobs to celebrate NASCAR’s 50th anniversary. Superman was featured in a special edition comic book with many major Motorsports figures including Jeff Gordon, Dale Earnhardt Jr., John Force, Matt Hines, Steve Kinser, and Jimmy Vasser that was linked with a special paint job for the #24 car featuring the Man of Steel. Autographed pictures of Jeff Gordon in the #24 were given out as promotional gifts and sold to collectors. DuPont worked with the Kellogg Company to have Jeff Gordon and their car featured on the front of a Wheaties box in celebration of Gordon being named rookie of the year in 1993 and in 1995 for being the NASCAR champion. Other marketing efforts included the production of Jeff Gordon trading cards and post cards. DuPont Automotive finishes looked outside the world of NASCAR racing to sell and advertise their product. Automotive finishes were marketed to carmakers of all types. DuPont put together media packets and set out color samples popular in a given year. The Automotive Finishes branch even tried its hand at painting and finishing helicopters, creating a color packet for the Robinson Helicopter Company.

icon

Scope and Content

The collection consists of advertisements and memorabilia collected by a DuPont employee who followed Jeff Gordon on the NASCAR circuit. They include posters, trading cards, stand-up displays, pictures, a comic book featuring Superman and Jeff Gordon, a Kellogg's Frosted Mini Wheats box with Gordon on the front, and other promotional material for DuPont's line of Performance Coatings for NASCAR, all featuring images of Gordon and his car, #24. The marketing efforts featured DuPont's brand of ChromaLusion Paint, a special finish developed for automobiles.

icon

Arrangement

Arranged chronologically.

icon

Access Points

Advertising campaigns.
Automobile racing.
Automobiles--Painting.
E.I. du Pont de Nemours and Company.
Gordon, Jeff, 1971-
Hendrick Motorsports (Firm).
Kellogg Company.
NASCAR (Association).
Posters.
icon

Series Descriptions and Inventory

Box
1 Color Card - Robinson Helicopter Color Selector
Box
1 Rick Craven and No. 99 J and J Racing/DuPont Automotive Finishes NASCAR Busch Series racecar autograph card, 1992
Box
1 10 Limited Edition postcards featuring Jeff Gordon, 1993
Box
1 Kellogg's Frosted Bite Size Mini Wheats Jeff Gordon 1993 Winston Cup Rookie of the Year Story (Commemorative box flat), 1993
Box
1 Reprint of Chevrolet congratulatory newspaper ad "Chevy Congratulates Jeff Gordon, winner of the Coca-Cola 600," 1994
Box
1 Reprint of DuPont congratulatory ad, "Finish First with DuPont; Jeff Gordon Wins Coca-Cola 600," 1994
Box
1 Finish First with DuPont media pad, 1997
Box
1 Autographed Photograph - Jeff Gordon holding 1997 NASCAR Winston Cup Champion trophy and Ray Evernham in Victory Lane, Atlanta, 1997
Box
1 DuPont Automotive Motorsports media pad, 1997
Box
1 Brochure - DuPont Automotive Color Popularity, 1997
Box
1 "Superman Meets the Motorsports Champions" Commemorative comic book featuring Jeff Gordon, 1999
Box
1 Side View - Jeff Gordon in No. 24 car Superman car, 1999 [autographed photograph]
Box
1 Color Card - Fleet Color Selector, 1999
Box
1 NASCAR 50th anniversary commemorative No. 24 car, 2000; photograph
Box
1 Press Kit, Product News - Sontara Wipes - Better Performance from Start to Finish, 2000
Box
1 Press Kit, Product News - Gordon No. 24 Car gets a new look for 2001, 2000
Box
1 Press Kit, Product News - DuPont 4700S - Fastest Air-Dry Cleaner, 2000
Box
1 Press Kit, Product News - DuPonts New 4500S Clear Can Cut Production Schedules, 2000
Box
1 Press Kit, Product News - Significant Savings possible with Computerized Mix System from X-Pert Systems and DPC, 2000
Box
1 Action Performance Companies Inc., 1:24 Scale Jeff Gordon #24 DuPont 2001 Monte Carlo Limited Edition Collectible, 2001
Drawer Folder
MD-26 1 Jeff Gordon Chroma Premier Champion's Choice Tabletop Standup
Drawer Folder
MD-26 1 Jeff Gordon/Car 24 "Finish First with DuPont", tabletop standup literature holder
Drawer Folder
MD-26 2 Poster: "Finish it Right: Beauty, Brilliance, Durability" featuring five hot rods finished in DuPont custom finishes
Drawer Folder
MD-26 2 Poster: "Winston Cup Series Debut"; blueprint style featuring Jeff Gordon, the No. 24 Hendrick Motorsports/DuPont Automotive Finishes race car and the individual paint colors, Autographed by the artist Chris Lippard and Jeff Gordon, 1992
Drawer Folder
MD-26 2 Reprint of "All My Cars Finish First with DuPont" ad, Featuring Rick Hendrick, a Hendrick dealership and the No. 24 Hendrick Motorsports Automotive Finishes Race Car, 1993; poster
Drawer Folder
MD-26 2 "Official Finish of NASCAR" DuPont NASCAR teams featuring all cars participating in the "Official Finish" contingency program, 1993; poster
Drawer Folder
MD-26 2 "Madison Avenue at Speed" Image of life-size painting by Peter Maier of the No. 24 racecar, 1994; poster
Drawer Folder
MD-26 2 "Rolling Thunder" with Jeff Gordon and the No. 24 race car from a painting by Bear, 1994; poster
Drawer Folder
MD-26 2 Finish first with DuPont, Ricker Craven and No. 2 J and J Racing/DuPont Automotive Finishes NASCAR Busch Grand National Racecar, 1995; poster
Drawer Folder
MD-26 2 "'America's Most Beautiful Roadster' featuring the DuPont Smoothster" Hot Rod, Autographed by car builder Boyd Coddington of Hot Rods by Boyd, 1995; poster
Drawer Folder
MD-26 3 Kellogg's Frosted Mini Wheats Jeff Gordon 1995 NASCAR Champion Commemorative box flat, 1996
Drawer Folder
MD-26 3 "DuPont-Official Finish of NASCAR" With Jeff Gordon, No. 24 car and three NASCAR Winston Cup trophies, 1999; poster
Drawer Folder
MD-26 3 "Blue Steel Prizm" with four views of the No. 24 superman car, 1999; poster