Scotch Tape Unique Benefits Print Ad

This vintage Scotch Tape ad is weirdly brilliant. Instead of selling tape as a boring office supply, they framed it as a DIY haircut tool. It’s over-the-top, but it works—because it makes you think of Scotch Tape in a totally new way.

Marketing analysis

When markets get crowded, the easiest way to stand out isn’t by shouting louder—it’s by reframing what your product is for. This ad didn’t change the product, just how people pictured using it.

Why it works

• Reframes an ordinary product as a creative solution
• Taps into a new customer need (cutting bangs)
• Uses visual storytelling to stick in your brain
• Builds novelty and curiosity

Examples

• Arm & Hammer reframed baking soda as a deodorizer
• WD-40 markets itself for “2000+ uses” instead of one
• Vaseline sells the same jelly as skincare, lip balm, and baby lotion