Gene —

Sorry we couldn’t meet face-to-face on this. But I did take a few seconds to power through ’em and now I’m off to Banff to ski and jumpstart my marriage. Some great writing here. A few lines that will do a lot of heavy lifting in banner ads and maybe some shelf-talkers. Take a look at my feedback. Keep revving on this continually throughout the weekend. We’ll touch base when I get back.

— Larry


GREAT. MORE LIKE THESE, PLEASE:

  • “Click to continue the Smythe-Logan Medicated Wipes™ journey.”
  • “Follow Smythe-Logan Medicated Wipes™on Twitter.”
  • “Friend Smythe-Logan Medicated Wipes™ on Facebook.”

THIS IS COOL:

  • “Friend Smythe-Logan Medicated Wipes™ in real life.”

GOOD, BUT NOT NEEDED AT THIS TIME. REALLY COOL TO SEE YOU TRY TO MAKE IT MORE ACTIVE, AND I BET THOSE BALL HOLES ARE FILTHY:

  • “Go bowling with Smythe-Logan Medicated Wipes™.”
  • “Vacation with Smythe-Logan Medicated Wipes™.”

MAYBE WOULD WORK FOLLOWING CONSUMPTION OF ALCOHOLIC BEVERAGES, BUT THIS IS AN IRRESPONSIBLE MESSAGE NONETHELESS:

  • “Go out and get plastered with Smythe-Logan Medicated Wipes™.”

GENE?

  • “Wait, don’t take that tone with Smythe-Logan Medicated Wipes™.”
  • “Put yourself in Smythe-Logan Medicated Wipes’™ shoes.”

NICE. BRAND NOT INTO LOOKING BACKWARDS THOUGH:

  • “Think back on your time with Smythe-Logan Medicated Wipes™.”

HARSH:

  • “Smythe-Logan Medicated Wipes™ did more for you than you care to admit.”

SWAG:

  • “Snap a photo of this Smythe-Logan Medicated Wipes™ QR code to unlock the full experience.”

NO:

  • “Sorry. Smythe-Logan Medicated Wipes™ knows there’s no going back to how it was.”

TOO DESPERATE:

  • “Answer one of Smythe-Logan Medicated Wipes’™ texts. Just one of them.”
  • “Show Smythe-Logan Medicated Wipes™ you are still alive.”

NICE. AGAIN, BRAND NOT INTO LOOKING BACKWARDS THOUGH:

  • “Remember what Smythe-Logan Medicated Wipes™ meant to you.”

GREAT:

  • “Tell a friend about Smythe-Logan Medicated Wipes™.”

GENE, THIS IS THE EXACT OPPOSITE OF WHAT WE WANT TO SAY:

  • “Understand that Smythe-Logan Medicated Wipes™ doesn’t care anymore.”

MEDICATED WIPES ALWAYS HAS TIME, GENE:

  • “Smythe-Logan Medicated Wipes™ doesn’t have time for your ass right now.”

NEEDS TO BE MORE POSITIVE:

  • “Know that Smythe-Logan Medicated Wipes™ tried as hard as Smythe-Logan Medicated Wipes™ could.”

NO! WHY?:

  • “Move on from Smythe-Logan Medicated Wipes™.”
  • “Speculate to a stranger as to Smythe-Logan Medicated Wipes’™ whereabouts.”

GREAT BUT CHANGE OPENING:

  • “Bump into Smythe-Logan Medicated Wipes™ at your local drugstore.”

OKAY, GOOD FOR RETARGETING EFFORT:

  • “Reconnect with Smythe-Logan Medicated Wipes™ online.”
  • “Try Smythe-Logan Medicated Wipes™ again for 50% off.”

GREAT, BUT THIS IS FOR WIPES 2.0, GENE:

  • “Share your Smythe-Logan Medicated Wipes™ story.”