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A two-page ad with a large bolded headline.
On the left, a close-up image shows a hand pushing down a metal control lever, below, a large image of a cooked shrimp. On the right , a glass orb containing an image of an industrial chemical plant.
[Transcription]
PHOSPHATES: OLIN
POWER, PRODUCTS, SERVICE. THREE MORE REASONS OLIN LEADS FROM STRENGTH.
ACID POWER
The way we produce industrial sodium phosphates has a powerful side benefit for all of us: Our wet acid process is helping to conserve precious energy. Other phosphate producers use the electric furnace process. Although this eliminates the sulfuric acid we use, it requires 2½ times as much electrical energy. Olin is the only U.S. industrial sodium phosphate producer currently using the energy-saving wet acid process. But good as our energy level is, we don’t think it’s good enough. That’s why we’re working on an energy conservation program. At Olin, we don’t quit when we’re ahead.
AS YOU LIKE IT
In terms of types, grades and packages, nobody offers a wider range of sodium phosphates than Olin. Yet occasionally a problem occurs that a standard product can’t handle. When that happens, we can custom-blend a phosphate. Example: A seafood processor needed to keep his frozen shrimp from shrinking. And to keep them looking, feeling and tasting the way shrimp should. Eight months of close cooperation and countless combinations later, we came up with a unique blend that solved the problem. We’re flexible enough to do the same for other applications.
PHOSPHATES FOR THE EIGHTIES
We firmly believe the future of sodium phosphates is a bright one. So over the next five years we’ll be investing in our phosphate operations to give our customers better service. The bulk of our capital will go into our facilities in Joliet, Ill. New process equipment and controls for our plant. Improved warehousing. A modern packaging line. In addition, we’ve enlarged our bulk rail fleet and added distribution points in key locations around the country. You can’t catch tomorrow by standing still.
Olin is the nation’s third largest producer of industrial sodium phosphates, and a leading producer of sodium fluorides. We pioneered sodium tripolyphosphate, the source of many a modern washday miracle. Our size and experience, plus our reliable energy position, product flexibility and modernized plant, assure our continued growth. Phosphates: Another area where Olin leads from strength.
Olin Chemicals
For information, write Department 3G, 120 Long Ridge Road, Stamford, Connecticut 06904
[Additional Notes]
The three main visual metaphors used each resemble a key functional feature the company wishes to emphasize.
Hand pulling lever magnifies human mastery over industrial and chemical processes
Shrimp appeals to manufacturers’ goal of satisfying consumers by connecting chemical products with marketable outcomes
Industrial imagery in glass orb suggest future innovation and the rapid growth and inevitability of the chemical industry
