This is a line of detergents called You Smell is an immediate eye-catcher, as it is eloquently presented, yet is initially insulting until the reverse side of the product is read. It continues to say "Like a Lemon!...Thanks to us!". The subsequent title "Tabula Rossa", a derivative of "Tabula Rasa", a Latin phrase for "clean slate". The sarcastic romance copy on the remaining sides creates an entire experience for the viewer, enticing them to continue turning the product in search of something new. It is printed on Neenah Laid paper to offer a subtle tactile quality.
Reference:
http://megancummnis.com, http://lovelypackage.com/page/6/
