Van Houten's Cacoa. Best in Existence - Cheapest in Use
The pattern
This still is filed under Demonstration ad.
Define
The product does the arguing. The viewer sees the thing work, not a slogan about the thing working.
Mechanism
Proof by performance. The claim is the action: a visible, testable result the reader can replay.
Verdict
We can show a result in seconds
Why it works
The two claims are engineered not to collide - best and cheapest normally cancel each other out, so the copy shifts the cheapness from purchase to consumption with the words in Use, which lets one product be premium and economical at the same time. The rest of the selling is done by pleasure: closed eyes, steam, flowers and an unhurried profile sell the moment of drinking, not the powder. The steam is doing structural work as well as atmospheric, carrying the eye from the headline down into the figure's face and the branded cup. Placing the brand on the cup inside the illustration makes the identification automatic and means the poster needs no pack shot, no price and no shop name to function.
Steal this when
Use this pairing whenever a premium product is genuinely more concentrated, more durable or more efficient than the cheap alternative - split the claim into best at the point of buying and cheapest at the point of using, so the price objection is answered without discounting. The steam trick is worth stealing any time you need one continuous line to link a headline to a product at the bottom of a tall layout.