Cold Gold
We grant good marks for an ad that thinks outside the icebox.
By Jerry Fisher •
Opinions expressed by Entrepreneur contributors are their own.
It's rare that you stumble onto true originality inadvertising headlines today, so a little awe-if notapplause-is in order for the ad being highlighted thismonth.
It comes from famed Amana Appliances in Amana, Iowa, and earnsan A+ for the utterly unexpected, sensorial headline, "I'mthe designated MILK SMELLER in my house." It almost induces aninvoluntary whiff at the sight of it. That's worth a bonus forthe copywriter who conceived it, because it breaks through theclutter of predictability so prevalent in advertising today. Evenmore, it breaks the rule that says all headlines must have, orimply, a benefit to the reader.
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