Arm & Hammer Baking Soda

By

Repositioning Arm & Hammer baking soda to mainstream its use as a shampoo.

Art director: Kritika Prasad-Kommuri
Copywriter: Katharine Hubbard

Two-page spread

Each two-page spread had a pull-out that could be slipped over a box of Arm & Hammer baking soda turning it into a shampoo.


Headline: We keep flowers beautiful longer, we restore paint brushes, and we even made Rapunzel jealous. 
Body: Our patented NaHCO3 technology will bring shine to your hair that bakers will wish they had on their tarts and your hair will have more strength than the fruitcake from last Christmas that keeps getting re-gifted. 



Headline: We fluff omelets, degreased pans, and we even keep Marge Simpson's hair rocking.
Body: Mousse and hairspray and pomade! Oh my! These can leave your hair dull and flat like yesterday's soda pop. Our shampoo won't give you an orgasm when you use it, but it will purify your hair without cleansing your soul. Volumelicious keeps your hair deliciously big. 

Mailer

Headline: The Secret to Fairytale Hair
Body: Once upon a time, in a world full of sodium sulfate, parabens, hot irons, and dryness, there lived a maiden named Sanya. Enslaved by the shampoo witches, she blindly applied one shampoo or another, which only made her hair look dry, dull, and out of control. Every night before going to bed she would wish upon a star for a fairy hair mother to bring her a miracle. One day a stranger passing by handed her a mysterious box of powder and three shiny sleeves for it. 

The stranger said, “Slip the first one on and you get silky shiny hair. 

Slip the second one on to tame frizz. And when you slip the third sleeve on the magic powder your hair will gain enchanting volume.” 

The maiden followed the directions and that was the end of her unhealthy hair days.


Comments

Post a Comment

Popular posts from this blog

Indirect Claims In Advertising

By
Image
Metaphors make ads more interesting than a barrel of monkeys at a water park In advertising, using straight visuals with bent copy, or bent visuals with straight copy, is a common principle. But what does that really mean, and is there research to back it up. My indirect claim of a water park. (Image from flickr by nikoretro) Direct vs. indirect claims A direct claim leaves no room for the customer to use their imagination. It is “straight” forward and to the point. A direct claim for Cheerios would be, “Made with oats.” Indirect claims leave the meaning open to the consumer and can give rise to multiple meanings. An indirect claim for Cheerios would be, “Great for the heart.” This could mean any number of things: it could mean that it feels good to eat, it makes one happy to eat it, that people love Cheerios, or it is good for lowering cholesterol. Using metaphoric language and images as indirect/bent claims Figurative language or figures of speech, w...
Read more

AI in Media: Ethical Dilemmas and the Future of Journalism

By
Image
By Katharine Hubbard and Joe Kasko  Artificial intelligence (AI) is rapidly changing the media landscape, presenting exciting opportunities and complex ethical challenges. From AI-generated news stories to the potential for job displacement, the impact of AI on journalism is profound and far-reaching. Generated by Gemini AI-Generated Content: The Case of Michael Schumacher In 2023, a German magazine published an "interview" with Michael Schumacher, the famed Formula 1 driver who had been out of the public eye since a skiing accident in 2013. The article sparked outrage when it was revealed that the interview was generated by an AI chatbot, not an actual conversation with Schumacher.  This incident highlighted the ethical tightrope that journalists walk when using AI. While AI can be a powerful tool for generating content, it also raises concerns about deception, the spread of misinformation, and the potential erosion of public trust in the media.     Generated b...
Read more

How wording can make a difference in ads

By
Image
The short story on framing messages for  pro-environmental behavior  “I hate the environment,” are not words one is likely to hear in our daily lives, yet all across the country, sustainable living and pro-environmental behaviors are not being utilized. There are a number of factors that influence our choices in regards to the environment. In the case of bottled water usage, dissatisfaction with the taste, health/risk concerns, perceived quality of the water source, trust in tap water companies, and demographic variables all play a part in why consumers choose bottled water over reusable water bottles. Other factors that can influence positive or negative pro-environmental behavior are external factors, such as the economy, social and cultural factors, and infrastructure, or internal factors, such as motivation, knowledge, values, attitudes, and awareness. This is an overview of a recent study that used different types of advertising messages, positive or negat...
Read more