Undo the Undoable.
Wite-Out represents something powerful. It’s a product that provides an ability to undo a mistake that seemed permanent. Beyond its purpose, Wite-out is a do-over. A second chance. That’s what Wite-Out represents. To “undo the undoable.”
Going back in time
I thought a clever way of executing the “undo the undoable” concept was by going back to historical quotes and events that would be better altered, or rather, undone.
Quote from president Nixon after the famous Watergate scandal. He was, indeed, a crook.
Quote from president Clinton after the Clinton-Lewinsky scandal. He very much did have sexual relations with that woman.
Quote from Microsoft founder Bill Gates in 1993 when asked about the internet. He was very much interested in it.
The launch of “New Coke” in 1985 with their new formula that got horrific reviews. This campaign is now looked at as one of the biggest marketing blunders of all time.