Notes

[Alt Text]

A collage of images zooming in on different items, Barrels labeled with chemical product names displayed below text. 

[Transcription]

Can you identify these close-up photos?

There’s something BASIC™ in all of them.

They symbolize the varied uses of Basic Chemicals’ alkaline products for industry: a diverse line of magnesium and calcium-based chemicals used throughout the world.

Industry relies on our capabilities—essential mineral resources, continuous research and development, modern production facilities and people with technological know-how to assist in product selection and applications.

What are the close-ups?

Before reading the answers, here are some clues: Our products improve combustion efficiency and reduce corrosion and stack emission in power generating plants. Used for curing neoprene rubber compounds; for moisture scavenging of plastic compounds. Used for sugar liming, acid neutralization, uranium ore recovery. Used as a nutritional supplement in cattle, swine and poultry feed. Used as magnesium sources for fertilizers. Used for high strength, lightweight cements in fire-retardant compounds. Used for magnesium bisulfite pulping and water treatment. And used with the assurance of quality, availability and service.

For a close-up look on how Basic Chemicals’ alkaline products can be used in your industry, contact us.

Answers: Top row, left to right.
Electric utility plug. Tread of jogging shoe. Frosted corn flake. Tip of cow’s horn.
Bottom row, left to right.
Tip of sugar beet. Terrazzo floor. Cancelled postage stamp. Tip of coal.

BASIC CHEMICALS
A Division of Basic Incorporated
845 Hanna Building • Cleveland, Ohio 44115
(216) 241-5000 • TWX 810-421-8277

[Additional Notes] 

Versatility 

• Chemicals embedded and necessarly in all parts of life, normalizing industrial chemistry

• systemic integration of chemicals (it is a need) 

• establish authority using technical language

Engagment 

• quiz format making ad entertaining and memorable 

Environment: 

• no mention of environmental impacts at all (not in social discourse in in the 20th century yet)