SITUATION:
Hercules Incorporated is an international manufacturer of chemical specialties. The company’s Food Gums Division has a product, GENU pectin, that solves difficult problems faced by beverage formulators when developing products such as Whipper, Snapple and Sobe. Hercules had not advertised in the beverage or dairy markets in recent history, and was therefore relatively unknown.

SOLUTION:
we developed a trade ad that would instantly let readers know that Hercules had a product that helps formulators mix dairy products with fruit juices successfully. The graphic brought together a cow with fruit spots, naturally.