The leading brand of paper shredders among businesses worldwide saw a threat in the rise of look-alike, knock-off brands. Our strategy was to capitalize on the awesome customer reviews as proof that the shredder truly lived up to its 100% jam-proof claim. Our in-flight print ad prominently features the one thing the competition can't copy: the iconic bulldog mascot that represents the toughness and reliability of Fellowes products. As the visual hook, the bulldog helps set up the message that emphasizes core performance advantages and drives it home with a quote from a customer review. And if one review wasn’t enough, call-to-action copy directs prospective buyers to a microsite to read more customer reviews and see the shredder in action.