DuPont Nutrition & Health is a complex business to describe. They don't have products, they have expertise. They don’t seek customers, they want partnerships. So we invited big food industry companies (like Nabisco and Kellogg's) to see all the things—tangible and intangible—inside DuPont Nutrition & Health. Each execution of the "It's What's Inside" campaign had a similar visual hook and allowed us to talk about a number of DuPont N&H offerings in a simple, memorable way.