His ads were focused around what he coined the unique selling proposition, the one reason the product needed to be bought or was better than its competitors. These often took the form of slogans — Reeves oversaw the introduction of dozens, some that still exist to this day, such as M&M's "melts in your mouth, not in your hand." He argued that advertising campaigns should be unchanging with a single slogan for each product. His commercials for Bic pens, Minute Maid orange juice, M&M's candies, Colgate toothpaste and other products used similar methods, often making dramatic demonstrations.