Sages, Jesters, Caregivers, and Outlaws

Crafting a brand voice and getting into character is MY KIND OF FUN, and it feels like being part of something bigger. Most of the content we create at Omnishield is for their disinfectant and PPE brand, PermaSafe. Their target audience varies widely, so our material must match that. The demographic for disposable nitrile gloves and HVLP sprayers is predominantly blue-collar workers like mechanics, plumbers, tattoo artists, and commercial kitchens. The brand archetype we chose for those campaigns was a mix between the JESTER and the OUTLAW. (See Carl Jung’s personality archetypes)

However, we do a complete 180 with our disinfectant and HVAC cleaning line as our focus shifts to families and moms in particular. The CAREGIVER and the SAGE archetypes provide reassurance and deliver the message most effectively here. Though the company just recently started launching ad campaigns, and much of it was in the AB testing phase, the few ads we’ve published have led to a 40% increase in Amazon sales and have quintupled our ROI on Meta (as of May 2024), so they have been a financial success and a blast to work on. 

Here’s a gallery of some ads I created for both products. I wrote the copy and designed the visual assets on Photoshop. 

Ads

 

It’s Not What You Say But How You Say it

To say PermaSafe’s communications are in an embryonic state would be an understatement. Before joining their ranks, the company was comprised of roughly ten people, and the owner was the chief copywriter and content overseer; in many ways, he still is. Disclaimers aside, I felt we could use a bit of structure in terms of communications, so after doing some field research, I came across a few brands whose ideals aligned with ours and whose guidelines could shine a light on how to approach ours. This exercise was a first for me, a labor of love, and a thrill to present. Hopefully, more are on the horizon! Scroll through part of the draft and a few sample rewrites below.

Show Me How Strong Your Gloves Are In Less Than 20 Seconds

Disposable gloves—who cares? You toss them when you’re done with them, right? If our selling point is their strength and the fact that you go through fewer pairs than with other brands, how can we show proof without boring you to death with product descriptions and certifications? We can whip out a smartphone, film someone pulling a Ford F-150 with a pair, and, the next day, capture someone doing pull-ups off a forklift in our warehouse with them. I helped conceptualize, shoot, and edit these videos for our initial nitrile glove campaign.

Miscellaneous Ad IDEA (DEXTER)

2 Big Budget Super Bowl Pipe Dream Ad Ideas for PermaSafe CLEAN

In a nutshell…two Dexter (the TV show) related ads

Master Label Claims (Necessary): Removes Dried Blood Stains

Let’s highlight messes made in the kitchen with those uncomfortable close-ups, as similar in order to the ones on the iconic TV show intro as possible, with each one being cleaned after being made. The sequence would end with a zoom-out showing actor Michael C. Hall (Dexter) cleaning his kitchen with a 32 OZ bottle of PermaSafe CLEAN, taking one last wipe off the counter, then giving a gaze, in typical Dexter deadpan delivery saying, “For the toughest messes, I trust PermaSafe CLEAN.”