Testimonials
Our campaigns have transformed categories, are written about in books, and are studied in business schools and universities around the world. But don’t believe us. Listen to our clients’ own words.
SAMUEL ADAMS
“Take pride in your beer.”
“Take pride in your beer.”
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“The breakthrough came from yet more unorthodox moves born from experimentation. By 2001, I was so frustrated by conventional advertising agencies that I decided to bypass them altogether and hire two world-class creative talents, CJ Waldman and Marc Campana...”
Co-founder and chairman/Boston Beer Company
NEW YORK SPORTS CLUBS
“There’s a million reasons to join.”
“There’s a million reasons to join.”
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“...Giardina spoke with a bunch of branding and advertising agencies, but none of the big ones showed him anything that would get him noticed. He did hear from one person who truly captured the challenge, so he began working with CJ Waldman of the tiny Octopus Creative Group.”
“The New Rules of Sales and Service”
DIET COKE
“This is refreshment.”
“This is refreshment.”
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“Recall the soda’s heady ascent, in the famous “Diet Coke Break” ad... women ogled a construction worker who removed his shirt to sip his mid-morning refreshment and the world swooned toward the drink aisles.”
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“The ad people are most likely to remember is “Diet Coke Break” to that ballsy Etta James soundtrack. It was clever, funny, and perfect... That was the turning point.”
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“Sometimes in the midst of all this planning, you just luck out...A Diet Coke commercial...was an instant hit. Lucky Vanous - a complete unknown - managed to associate itself with Coke’s imagery and became an overnight celebrity.”
Ex-Chief Marketing Officer, The Coca-Cola Company. “The End of Advertising as We Know It”
HEINEKEN
“It’s all about the beer.”
“It’s all about the beer.”
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“It clicked on all three requirements for a winning campaign: it broke through, was entertaining and offered a provocative, relevant message… By contrast, even the best work on Bud and Miller often clicks on just the first two criteria.”
Hillary Chura, "Heineken Sips Success." Ad Age,
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“A humorous campaign in the United States for the flagship beer brewed by Heineken U.V. is increasing sales. And that has sold Heineken executives on giving the agency creating the campaign an additional assignment: to develop and produce Heineken brand advertising that is to run around the world.”
“We’ve got to raise the bar on creative,” Frazer Thompson, global brand director at Heineken in Amsterdam, said in a telephone interview. So the first place you turn is to the people who are doing it well.”U.S. Campaign to a World Audience. New York Times
SPRITE
“Obey your thirst.”
“Obey your thirst.”
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“People love to talk about change but at the end, some people hate change because it's uncomfortable. Most of change happens on the edges. It never really happens on the core. Nobody really goes and attacks an existing brand on the basis of its core value proposition...It has to come out with something that was captured in the edge. The Sprite campaign - the "Obey Your Thirst" campaign.”
- Sergio Zyman“Killing Giants”