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    6/6/1998
    BASF’s Chameleon
     
   
Sex appeal is in the eye of the beholder. A true axiom that the VAMCOM marketing and creative team have learned to take for granted.

For example, Lupasol, a chemical molecule with some unusual properties, does not raise eyebrows in many circles. However, among chemists looking for better flocculating, chelating and scavenging properties, Lupasol is a perfect 10!

As the ad shows, we anchored the product’s image to that of a "chameleon" to demonstrate the polymer’s alterable qualities. The marketing outreach included an integrated advertising, trade press, and direct mail program. In scientific speak...the phones are ringing off the hook.

The Lupasol ad is appearing in horizontal market chemical publications, reaching chemists in a wide range of industry segments.
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