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BtoB

Eastman Chemical

Published on .

Company: Eastman Chemical, Kingsport, Tenn.
Agency: Bader Rutter, Milwaukee, Wis.
Market: Houseware and appliance manufacturers
Quick chase: Plastic pellets morph into the image of a colorful chameleon. This is not art for art's sake, but a way for Eastman Chemical to underscore how its new Tritan copolyester product pellets can help makers of housewares, appliances and other products design their wares with more creativity, balance and versatility. States the headline that snakes its way along the back of the chameleon: "New Eastman Tritan copolyester. The flexibility to adapt to your imagination." Copy explains what's in it for the target audience: "Let Tritan embolden your thinking, expand your design options, improve your production processes and differentiate your products."
Clue: Nice contrast between the colorful creature and the brilliant field of white.
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