What greatly enhanced this ad and made it so eye catching, was the use of a benzene ring that was created as 3-D art with money wrapped around the atoms. A payout return chart made it clear that our client's process was financially attractive, and made the ad effective. This time we begged the question, but the answer is obvious, and the solution was revealed in the copy. The company had long been a supplier of raw materials to other molecular sieve manufacturers but was now offering the finished product. Yes, we believe that benefits in headlines are headlines that work harder for our clients.
Molecules have a way of looking alike.
So do zeolites. Most, if not all, of the competition showed drawings of their laboratory-viewed zeolites in their ads. We wanted something grabbing, imaginative, different. Our ad concepts helped build brand, and an awareness of a creative zeolite manufacturer. The client wanted to emphasize the camps' unique qualities to attract both children and parents.