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Madge: Soften Hands
Palmolive · 1970
- Agency
- Ted Bates
- Campaign
- Madge the Manicurist
Analysis
A customer soaks her hand in a bowl of Palmolive while Madge points to the liquid. The ad presents dishwashing liquid as a product that also softens hands.
““Madge! A dishwashing liquid... to soften hands?””
Recurring characterBenefit reversalDialogue
Why it worked
The manicurist setting gives the mildness claim an unexpected place to appear. The bottle and bowl keep the product visible during the conversation.
Lesson
Place a secondary benefit in a setting where that benefit matters.
Image source
© Palmolive. Shown for study and commentary.
Not affiliated with or endorsed by Palmolive.