Lux Won't Shrink Woolens
The pattern
This still is filed under Iconic figure claim.
Define
A single figure, drawn, silhouetted, or posed, is the whole claim. You can read it across a street.
Mechanism
Compression into a body. The figure is not decoration. It is the sentence. Distance-legibility is the test.
Verdict
Poster scale, outdoor, packaging at a glance
Why it works
The claim is negative and narrow, not washes better but will not shrink, which answers the single fear that stops the purchase instead of promising an improvement nobody was asking for. The proof is an inventory rather than an argument: Dad's stockings, Mother's blankets, Brother's flannels, the little chap's sweater, baby's shirt, so every member of the household is given a reason and the product claims the whole wash rather than one occasion. Baptize them is doing real work in the middle of it, borrowing a ritual word to make a soap flake sound gentle and consecrating rather than chemical. The closing standard is a test the reader can picture and check for herself: it will wash anything that plain water alone would not harm.
Steal this when
Use this when the barrier in your category is fear of ruining something rather than desire for a better result. Make the headline the negative promise, then prove it with a household inventory that names one item per person so the product covers the whole job instead of an edge case.