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MCB Reagents Promotion :: 1983
I designed this ad while working at Liebel & Company in Cincinnati, Ohio.
The headline: Who Knows, Someday the Powdered Cochineal May Fly.
The copy reads: Granted, it hasn't lately. We haven't sold many this year, But, someday, someone will call for the Cochineal. And at that point--it's up, up and away. At MCB, we believe in providing a complete line of laboratory chemicals. The familiar items that you use every day. As well as those you may only use once. The innovative, high technology items that we developed and are proud to offer: OmniSolv, LiChrosorb and Hibar II, Suprapur, Entellan, and Colorphast Strips. You can find them all, here, in our catalog. Along with other items for HPLC, TLC, Histology, Cytology, and Hematology. Next to the analytical reagents. Or, across from the high purity solvents. They're here. And they're waiting. Just like the Cochineal. To take off whenever you call. [Cochineal (Dactylopius Coccus) -- desert scale insect, dried and crushed to make red dye -- Cat. # CX 1840]

Production notes:
Full color process printing insert
Size: 8.5 x 11 inches.
Quantity: 1000
Art Director/designer: Michael Kroeger
Copywriter: Craig Liebel
Illustrator: Jim Williams
Client: MCB Manufacturing Chemists, Inc.
Associate of E. Merck, Darmstadt, Germany

Copyright © 1997--2003 MK Graphic Design. All rights reserved. No portion of this document may be copied, reproduced, or electronically reused without written permission from Michael Kroeger at MK Graphic Design. (01.01.03)