Corning Life Sciences Shows It's for the Birds
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Corning Life Sciences is hoping a dose of humor can generate some enthusiasm for its Falcon-branded lab equipment.
Widely used in laboratories, the brand is battling the perception that its products are common commodities. In response, agency PJA Advertising + Marketing created the tagline “Every Lab Needs a Falcon” and a digital ad spot that features a live falcon distracting lab technicians.
“Scientists are coming to believe that some laboratory consumable products, such as pipettes or centrifuge tubes — which are Falcon’s core product offerings — are pure commodity and that one vendor is delivering as much value as any other,” said Joanna Allen, Global Marketing and Communications Manager, Corning Life Sciences. “We wanted to stand out and remind researchers of the benefits and differentiating factors that the Falcon brand can offer, from manufacturing excellence, to product design, to reliability, and, of course, quality.”
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