Morganite Crucible
Connecticut, USA

For years Morganite Crucible sold crucibles (clay pots) for industrial melting. Unfortunately, Morganite’s success and prominent name recognition created confusion - since they carry furnaces and accessories as well.

Muir Marketing advised it was of utmost importance that all advertising immediately stress in text, image and logo that Morganite carried not just crucibles but “Total Melting Systems”. Since this campaign began in February 2003, Morganite’s business has increased in a slow economy.