It dawned on me that its amazing what a claim can do in the home, and in this case - in my fridge.
The best claims are:
2.have stopping power
3.believable, (or at least make you feel that its believable)
4.make you buy
5.make you come back and buy again
" Help nourish your brain" from the Minute Maid brand is a remarkable claim. It wins my attention, makes me use and buy, and beats "Natural spring water" each and every time....