We came up with an elegantly simple but highly effective concept, focusing solely on the thermal shock capabilities of the glassware as we felt this was the strongest product feature. We created a simple split screen. On one side, the Pyrex dish in a freezer. On the other side, the same dish in an oven. It wasn’t rocket science, but previously they had been over-complicating the messaging. Often, the simplest and easiest-to-understand concepts are the most powerful.