Duffy Helps Paintball Network

Ads Change Perception, Clinch Coke Deal
BOSTON–Duffy & Shanley credits a repositioning campaign for Paintball News Network with helping the client score a three-year, mid-seven-figure deal with Coca-Cola Co.
After winning the $2 million account in February, the Providence, R.I., agency looked to combat the perception that paintball is a war game for mercenaries, said vice president Jon Duffy.
In reality, paintball is a sport played by 12-24-year-olds, a key marketing demographic, he said. In an effort to change the sport’s image, the agency created three simple, sarcastic ads that ran in Paintball News, a biweekly publication distributed to sports stores and paintball sites.