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Cold Gold

We grant good marks for an ad that thinks outside the icebox.

This story appears in the March 2002 issue of Entrepreneur. Subscribe »

It's rare that you stumble onto true originality in advertising headlines today, so a little awe-if not applause-is in order for the ad being highlighted this month.

It comes from famed Amana Appliances in Amana, Iowa, and earns an A+ for the utterly unexpected, sensorial headline, "I'm the designated MILK SMELLER in my house." It almost induces an involuntary whiff at the sight of it. That's worth a bonus for the copywriter who conceived it, because it breaks through the clutter of predictability so prevalent in advertising today. Even more, it breaks the rule that says all headlines must have, or imply, a benefit to the reader.

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