The origin of 3M’s Post-it Notes is the stuff of legend, and if you went to business school, you probably had to read the case study even though anything like it probably won’t ever happen again.
Now imagine being the ad agency creative team tasked with not only getting the public wanting the product, but also having to explain what it was and how it worked because nothing quite like it had ever existed before. Or don’t imagine it, because here’s one of the early ads.
1981 magazine ad for 3M’s Post-it Notes (Post-Its) with an excellent example of strategic and select use of color.
From an ad in a 1959 Cosmopolitan magazine. Horseback riding has many benefits.
♬ Standin’ on your mama’s porch,
You told me that you’d wait forever.
Oh, and when you held my hand,
My constipation worries are over!
Those were the best days of my life.
Back in the summer of ’59, oh.
— If Bryan Adams has written about a decade earlier
Sharing makes you cool and everyone will love you.