Cubby Marcus - Advertising Copywriter. Marketing plans that really work: Sales improved Cubby Marcus, Copywriter


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• Instant Maxwell House Coffee became the market leader again.
Nescafe’s product change made its coffee seem richer and more flavorful than Instant Maxwell House. Instant Maxwell House lost top market share. When Instant Maxwell House changed how it made instant coffee, my art director and I changed how instant coffee was advertised. Instead of comparing instant with brewed coffee, we made it a coffee standard in itself. The Baja Marimba Band helped us make the TV advertising theme, “Man, that’s coffee!” fun and distinctive - and almost instantly put Instant Maxwell House back on top.

Cubby Marcus advertising writer Click image to play

• I helped Javex Bleach beat off advanced detergents.
Javex liquid chlorine bleach owned the Canadian market. But users were fearful it would eat holes in clothes while getting out tough stains. And they wouldn’t use it on colors. Enzyme detergents that ate protein stains and didn’t harm colors looked like doom for Javex. Our empathic TV advertising told people, “To get out all the stains, you need to add Javex Bleach, even to advanced detergents.” Javex held onto its market share. Meanwhile enzyme detergents were found to irritate users’ skin and were dropped.

• My TV spots for Tenderflake Lard made the bottom line for a company division.
Consumers preferred lard to vegetable shortening for pie crusts. But they felt badly about its “pig fat” image. When commodity prices drove up the price of lard, users turned to vegetable shortening. My TV campaigns changed consumer behavior. The General Manager of Canada Packers’ Grocery Products Division said, “Tenderflake made the difference between profit and loss this year.”

Cubby Marcus advertising writer Click image to play

• Alka-Seltzer - only share growth worldwide in three years
Alka-Seltzer is ASA, the same active ingredient as Aspirin, and bicarbonate of soda. My thinking and writing – based on how you really feel when you have an upset stomach - created a unique position for the brand: “Alka-Seltzer, for when your stomach and your head gang up on you.” Result: the only share gain worldwide in three years.

Cubby Marcus advertising writer Click image to play

• Molson Export Ale, a declining brand in a declining segment
The campaign my art director and I created ran for fourteen years – an unprecedented success in the Canadian beer market. Ex is an ale, a beer segment then in continuing decline. We took an existing product line, “Keeps on tasting great” and tied it to human-interest stories that became known as “Fred and the Boys”. It was all about deep relationships among guys, the kind we had when we were kids. We turned a declining Molson Export Ale into the second-best-selling beer in Canada.

Cubby Marcus advertising writer Click image to play

• Labatt’s Lite, a new market segment
Light beers were new. With the positioning I gave my creative team – “Ain't’ that nice, right outta the ice” – Labatt’s Lite became the leading light beer in its markets. In fact, the leading beer overall in some markets.

Cubby Marcus advertising writer Click image to play

• Braun shavers – second fiddle to Philishave
Philishave was a deeply entrenched market leader. My art director and I looked at the core Braun personality – tightly reasoned German technology. We added TV magic – a romantic leading man driving a stunning Porsche through autumn countryside, having shaved with his Braun. We added the mystery of a beautiful woman on horseback. We ended the spot with the leading man leaving his bathroom after putting down his shaver and his driving gloves. We delivered 16 share points to Braun.


About The Moving Hand | Cubby Marcus | Portfolio | Sales improved | Brands launched | Positioning |
What client's say |Copywriting Services | Rates | No-obligation quote | Contact me

The Moving Hand Creative Enterprises Inc. Toronto, Ontario, Canada
Copywriting, Creative Direction, Branding and production services. Cubby Marcus Copywriter.
Advertising Copywriter. The Moving Hand - Copywriting that improves sales and launches brands.
We'll help you develop and execute a marketing plan that really works. Work with international
advertising agencies on everything from direct mail to award winning television campaigns.

About The Moving Hand | Cubby Marcus | sales improved | Brands launched | Positioning | What clients say
Copywriting services | Rates | No-obligation quote | Contact me