Capturing the Tooth Fairy

Ask a bunch of kids what the tooth fairy looks like, get a bunch of different answers. Sure, there will be some commonalities – the character is most often human-like, female and winged – but imagination adds the detail. After all, No one knows what the tooth fairy looks like, but almost everyone has ideas, …

When Plain Filtered Water Isn’t Enough

We get media releases. A lot of them. Like one that came in a couple weeks ago, which began: Mark it down in your calendar – August 3rd is National Watermelon Day!!! Have a slice or two or better yet, enjoy a refreshing watermelon flavored beverage from HINT water. Watermelon is the most luscious flavor …

“Organic,” “Natural” and the Power of Marketing

Quick: Which food is “greener” – the one labeled “100% Natural” or the one labeled “100% Organic”? According to a recent survey by the Shelton Group, an advertising firm, most people would say “100% Natural.” This is both funny and troubling, since any product out there can make that claim. “Natural” is not a regulated …