Merck/EMD Millipore
EMD Millipore needed to communicate effectively the benefits of its bulk solvent delivery system.Its system:
-helped reduce solvent wastes and waste disposal costs for its customers
-ensured the customers’ solvent needs were met hassle free, without interruption
Concept: Manhattan Ad Advantage performed internal market research to test several creative concepts that evoked the reduced waste and sustainability of the EMD ReCycler system in an arresting, humorous way. Key program collateral included a brochure whose cover drove home the strategy of communicating EMD ReCycler’s sustainable and hassle free nature by implying its containers were even more impressive than nature’s own:
Results: EMD ReCycler sales materials helped communicate to new and existing customers just how easy and effective their program is, leading to a request by a key distributor for a customized version of the brochure.
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