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GREAT WHITE PAPER

Great White Paper told us that its paper was less likely to jam in printers and copiers. Because Great White had no proof of this, our campaign talked about paper jams with humor. One ad mimicked a poster demonstrating the Heimlich maneuver. Another ad gave readers something to use if they didn’t use Great White: a prayer to put over their printer or copier, a prayer for it not to jam. The campaign helped Great White print money.