Allen & Gerritsen Crafts ‘Timely’ Print for Waters

Allen & Gerritsen has created a national print push for Waters Corp. that introduces the tagline, “Right on time.”

An effort was made to stress the overall Waters brand in terms of the size of the Milford, Mass., organization and the scope and variety of its products and services, said Mick O’Brien, creative director at A&G.

This represents a departure from the Watertown, Mass., shop’s recent ads for Waters, which focused on specific products and programs and included no tagline, O’Brien said. Waters, a supplier of analytical instruments, is taking a broad image approach in order to gain ground on Agilent, its primary competitor, which has a higher marketing profile among decision makers in scientific and business circles, he added.

The new Waters work features landscape photography that appears to be “housed” inside a laboratory beaker.

One ad shows a researcher in a lush tropical forest, searching for compounds that could lead to the creation of new drugs. Copy, rendered as if printed on the beaker, begins: “Our size alone doesn’t make us the world’s strongest analytical instrument company. Our technology does. Our breadth of products does. Our service and support does. Hey, what kind of chemists would we be if we couldn’t tell you what we’re made of?”

The “Right on time” tag is intended to convey the message that Waters helps its customers find answers as quickly as possible.

The ads target both chemists and executives who make buying decisions, such as CFOs and CIOs, O’Brien said.

Campaign spending will likely be in the seven figures, with ads appearing mainly in vertical trade publications, he said.

O’Brien served as creative director on the effort, with copy by Aaron DaSilva and art direction by Sarah Congdon. Photographer Andy An-derson shot images on location in California and Washington state.