The Right Advertisement to the Right Audience

LDproducts.com is a site that used to only sell printer supplies. I first visited ldproducts.com a few years ago, since then they’ve expanded to a whole line of office supplies. When I went to their site recently I saw this homepage overlay message—

This overlay is a home run because—

A. It’s only targeted to visitors who last visited when ldproducts.com had just printer supplies.
B: It captures attention by talking directly to the target audience (old visitors), “We’ve made some changes since your last visit.”
C: It unambiguously points to the new office supplies section.