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Scientists were using Waters' premium products for their important stuff, but going to cheaper brands for their more routine sample prep work. We had to remind them of Waters' deep catalog of lower cost SPEs without compromising the Oasis brand.

Objective
Build on the Oasis brand to create a broad-based franchise of protein purification technologies and brands.

Elements
• Market strategy
• Creative concept
• Scientific writing
• Journal Ads
• Direct mailers

Big Idea
Even the routine stuff is important. It doesn't cost any more to come to Waters and ensure that you have the right tools at each step in the process.

Results
Creative solution became focal point for entire divisional sales strategy. Client reports sales increase for both premium and commodity brand products.

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