We join the copywriting team at Lysol as they discuss the latest package design. Chad is the Manager. Tina is a Sr. Copywriter. Paulo is a Copywriter.
Chad: Ok team, let’s move to the back of the label. I think Paulo did a nice job with the layout and content.
Paulo: Thank you.
Chad: I’ve reviewed it a few times and unless we have anyone that has any callouts I think we can go ahead and get this into production.
Tina: Um, are we not going to discuss the order of the bacterial strains that Paulo put on the back label?
Chad: I thought it was fine. What specifically did you have a problem with?
Tina: It’s more like what DON’T I have a problem with. For starters, he has H1N1 as the lead off virus. Didn’t that happen in like 2011 or something? It’s not exactly top-of-mind right now.
Paulo: That’s really nitpicking.
Tina: He asked me what I think and that’s what I think. Salmonella. Listeria. Staphylococcus. That’s the brand Paulo. Lysol is about salmonella and listeria and staph infections. Lysol is not, nor has it ever been about “Escherichia coli with extended spectrum beta lactamase resistance.” What the HELL is that even? Are you getting paid by the consonant?
Chad: Ok, let’s all settle down. Tina, you’re out of line. Your message is appreciated but your delivery is not.
Paulo: Who made you the brand manager anyway? Lysol has always been about salmonella, you say? Well look where that’s got us. Last year, we lost 8% market share to those pricks over at Purell! They’re not stuck on listeria. They’ve moved on Tina. They’ve moved on to Escherichia and Enterobacter Aerogenes. And even [GASP] HERPES! Yeah, is that too much for you Tina? Or does my youth threaten you?
Tina: Please, you’ll come and go. But in 20 years you can bet Lysol will still be disinfecting influenza and salmonella. They’re called the classics for a reason.
Chad: Ok, let’s all take a 5 minute break. I think we might need to schedule another meeting for more discussion on this.