Problem: Firm needed visibility to multi- national firms who could be using liquid color. Liquid color needed to have a perception change because it had fallen out of favor with users due to higher costs. Riverdale found a way to reduce overall costs by as much as 50%. Solution: Run full-page, full-color ads in the top-level trade journals to establish awareness. Results: High readership scores. A general uplift in sales and prospects. Overall sales basically doubled in the first year.