“We make kits”

The ultimate “tell 'em like it is” ad. The problem was customers not knowing this company made assay kits or thinking they were no good. This ad cleared that up and positioned the company as experts to rely on. Originally, it said, “We make assay kits. And they’re good. Really good”. Alas, it was chopped! Either way, this found its way into the journal Nature and formed the basis of a host of other campaigns.