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While in line at the Newflower Farmer’s Market (great prices!), I saw some hand wipes, individually packaged, for sale at .79 cents each. For hand wipes.

These wipes, made by Giovanni Cosmetics, are memorable not because of the ingredients – yet at almost a dollar a wipe, surely they are some quality wipes – they stood out because of branding. Each unit bore the tagline: “germ killing mini machines”.  How cool is that?  Those aren’t staid old dime a dozen wipes.  They are germ killing mini machines.

Not only is that fun to say and therefore sticky, the phrase is written in quotation marks, inviting someone to say it out loud.  I can just hear the kids: “Mom, do you have any germ killing mini machines in your purse?”

Zack Gonzales

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