Notes

Alt Text：

A full-page Roche advertisement with a black-and-white layout.  At the top of the ad there was a very effective headline that tomato sauce makers are worrying about the shortage of tomatoes. Under the headline it says “BUT YOU NEEDN’T BE.” The text explained that Roche can provide canthaxanthin to make sure that tomato sauce keeps its color even under the shortage of tomatoes. There’s the logo of Roche at the bottom of the page.

Text Transcription:

IF YOU MAKE TOMATO-BASED SAUCES, YOU’RE PROBABLY WORRIED ABOUT THE TOMATO SHORTAGE.

BUT YOU NEEDN’T BE.

With conditions in California being what they are, you could end up with about 40% of your normal tomato supplies. And with a shortage that severe, it’s going to be tough to keep the quality of your tomato products where you want them. A replacement that rivals nature. But not if you come to Roche. Because Roche can supply you with canthaxanthin — the nature-identical carotenoid that can help keep your color up when your tomato supply is down and save you money in the bargain. Roxanthin Red 10 Beadlets is the name of the canthaxanthin color recom-mended for this purpose. It provides a full-bodied color that is stable, even in low pH products. And like nature’s own colors, no certification is required. A red that’s rich and ripe. Even with fewer tomato solids available, Roche canthaxanthin can help you make tomato-based sauces with the same terrific eye appeal. For in-stance, in spaghetti and pizza sauces where color is derived from the tomato solids, you can achieve a rich tomato-red color with up to 40% less solids. Canthaxanthin will also significantly improve shelf-life color stability. A bonus that’s really cost-effective. In addition to being a great color enhancer, Roche canthaxanthin works hard to save you money. Depending on the level at which it’s used, and the proportion of tomato solids, it can save you as much as 5¢ on each pound of finished product. And with savings like that, you really don’t have to worry about fewer tomatoes. So for the infor-mation you need to put Roche canthaxanthin to work, write or call right now. Chemdex Informa-tion Services, Roche Chemical Division, Hoffmann-La Roche Inc., Nutley, New Jersey 07110. (201) 235-4741.

ROCHE

RCD 3675

Observation:

This advertisement is seeing tomato shortage as a problem and using canthaxanthin as a solution. The headline is making anxieties for tomato sauce producers. The phrase “BUT YOU NEEDN’T BE” quickly turned the anxiety to comfort. The ad promoted canthaxanthin having the same impact and usage as the natural ingredient. To make this artificial additive source safer. It also linked color, quality and saving cost of production together, that producers should be able to keep the same food appearance reducing the amount of tomato used. That canthaxanthin can be seen as an alternative under shortage time.

Tom Liu