A&G Unveils ‘Confident’ Campaign for Waters

BOSTON Allen & Gerritsen’s latest ads for Waters Corp. introduce the tagline “For complete confidence” in an effort to refine the client’s positioning in the biotech, pharmaceutical and industrial marketplaces.

Print ads from the indie shop in Watertown, Mass., launch this week and will appear mainly in vertical trade and technology publications.

One ad is headlined, “Why will millions of people enjoy chicken tonight? Because they trust you.” Copy touts the ability of Milford, Mass.-based Waters’ testing equipment to keep food safe from contagion. The ad shows a chicken composed of thousands of colorful, over-sized molecules.

Peter Seronick served as executive creative director on the effort; Aaron DaSilva wrote the copy and Brian Bernier handled art direction.