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I've launched major brands and market segments.
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• Philips Pocket Memo – the world’s first palm dictating machine
How would you like executives driving up to your head office demanding your new product? It happened when we launched the Pocket Memo. When was the last time a customer wrote you a poem about your new product? It happened. We told the client to send him a poem in return. So he wrote a haiku. The client was a fun guy. Great advertising generates that kind of excitement for a new brand.
• Liquid Plum’r created a whole new category
Till my TV spot launched Liquid Plum’r, Canadians bought a can of crystal drain cleaner, used a couple of tablespoonsful and put it away for another year. After Liquid Plum’r, they dumped the whole container of liquid drain cleaner down the drain every time. And bought another can to replace it. No longer was drain cleaner a family heirloom! Why? Because I showed a guy with a shaved head saying, “Hair? I’ve seen more hair go down the drain than you’ll ever see.” I talked right to the heart of 50% of clogged-drain problems and created a new product category for the exclusive enjoyment of Liquid Plum’r.
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• Javex Bleach for the Unbleachables
The product had been around for years as oxygen bleach. It was suitable for woolens, silks and coloured fabrics that might not withstand chlorine bleach. My art director and I knew the Javex brand was unassailable when it came to chlorine bleach. We knew it said everything one could say about power and effectiveness. We knew consumers believed some things were simply unbleachable. So we created the new brand name – Javex Bleach for the Unbleachables. We designed a package that illustrated all the unbleachables it could bleach, made a TV spot – and created another new category that our client owned.
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| About The Moving Hand | Cubby Marcus | sales improved | Brands launched | Positioning | What clients say |
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