
	Friday Fax A Weekly Summary of Polywater^® News of Incredible Importance

Issue #442

This is unusual, but APC is reintroducing Polywater SP Spray Lubricant for the electrical markets ... with some changes. Why? Response to product performance has been excellent, but feedback indicated improvements were possible in other areas. The bottle was ergonomically challenged. The label was boring. The name was forgettable. The catalog numbers (all beginning with "SPY" rather than "SP") were confusing. This extremely unique, effective, and convenient product deserved better. We responded. First up was the name. Polywater SP is now Polywater SPY Lube. Now the catalog numbers match the product. Now the name matches the nickname already acquired, and captures the whole high-tech, secret-formula aura of the product. We can and will have a lot of fun marketing SPY Lube. Then came the label. We dumped the cold, industrial, ho-hum, Eastern-Bloc look in favor of a splash of color with a logo image depicting spray action into duct (which could also be interpreted as spying into a telescopic lens). See the photo below and read on ...

New SPY Lube Packaging

We also improved the Polywater SPY Lube packaging. First to go was the cylindrical quart bottle. It proved difficult to tote, clumsy to spray, and--worst of all--it shipped without the spray head attached. Most distributors (understandably) didn't take the time to attach the sprayers before displaying. The result was that browsing consumers had no idea that SP was a spray lube unless they bothered to pick up the prosaic bottle and read the dull label. The new SPY-35LR pistol-grip quart ships with the sprayer attached and immediately conveys from the shelf the notion that this is a handy spray product, something fresh and interesting. Totally new is the addition of the SPY-D20 Canister containing twenty pre-saturated wipes. Market testing revealed heavy interest in this approach. It's the ultimate in lightweight convenience and performance for short-run lubrication. Thus, Polywater SPY Lube is no longer exclusively a spray product. The online product flyer was upgraded to reflect all these changes. We strongly recommend that you click the link above and review it now (although it won't self-destruct in five minutes). Dust off your cloak and sharpen your dagger. This mission--should you decide to accept it--includes a reintroduction marketing campaign with lots of advertising, promotional programs, and deep-cover sales calls.

The Friday Fax Editor's Joke of the Week

The Joke

How to Determine Gender of the Common Housefly. A woman walked into the kitchen to find her husband stalking around with a flyswatter. "What are you doing?" she asked. "Hunting flies," he responded. "Oh? Are you killing any?" she asked. "Yep, three males and two females," he replied. Intrigued, she asked. "How can you tell them apart?" He responded, "Three were on a beer can, two were on the phone."

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American Polywater Corporation -- The world's leading manufacturer of cable pulling lubricants, cable cleaners, and MRO & construction chemicals.
P.O. Box 53 | Stillwater, MN 55082 USA
1-(651) 430-2270 (Voice) | 1-(651) 430-3634 (Fax)
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