Don’t be the cheapest. Be the best.

There has been a recurring theme at work lately. My team at The Weaponry has been involved in several new business pitches. Which means we are competing with other advertising or design agencies to win a project. Sometimes there are 2 agencies. And the pitch is like a rap battle, or the knife fight in Michael Jackson’s Beat It video. Sometimes it is a Royal Rumble where you are competing with every superhero and their sidekick.

The 3 Factors

There are 3 factors involved in winning a new project from a client or customer. At least where organized crime is not involved. (Those organizations add a few other important factors. Like how much you enjoy your family, and your limbs.)

  1. The Proposal. This is the written plan detailing what you are going to offer the customer or client if they choose you. This is quite literally the overview of the product or service being offered.
  2. The Price: This is the summary of how much your offering is going to cost. Your price relative to your competitor’s price is important. The critical question is how does the price and value of your offering stack up against the other options they are considering.
  3. Your likability. Do the deciders like you? Do they trust you? Are you funny, smart, kind, good-looking or tell great stories? Do they want to spend time working and problem solving with you?

All Things Considered

Recently we have heard several times that our price was more expensive than the other options we were weighed against. However, they chose us anyway. This creates a valuable math equation boys and girls.

The Math

In this case, what we were offering and our likability combined was greater than the price we were charging for it.

Offering + Likability > Price

This is exactly where you want to be in business. When you offer superior products or services, and a combination of likability, fun, and trustworthiness, more times than not you will not lose out on price. In fact, if the other two factors are strong enough you can charge more, because you are offering more value. And everyone comes out ahead.

Key Takeaway

In any business transaction, there are always more factors at play than price. As the seller, your responsibility is to provide a superior product and service. And if you deliver that with more likable, more trustworthy people you will not only break any ties, you will add more value to the overall experience, and people will be willing to pay more for your offering. So don’t fight others on price. Compete with them on the offering itself, and on the people who offer it. And like Bob Barker said, the price will always be right.

*If you know someone who could benefit from this message, please share it with them.

Why you should invite yourself to all the great things you want to do.

In all areas of life, there are gatekeepers. They are the deciders. The ones who offer permission. They are the ones who give you the thumbs up or thumbs down on all of the things you want to do. People line up in front of the gatekeepers like Will Ferrell and Chris Kattan in A Night At The Roxbury hoping that someday they will be granted permission to slip inside where they will hear What Is Love. And baby won’t hurt them no more.

The Gate-Kept Secret

But there is always a way around the gatekeeper. There is an unguarded entrance that is always available to you. And you should take it any time you don’t feel like waiting in line. Or anytime you won’t take no for an answer.

Your Private Gate

When other people are blocking your path, remember that you always have your own private gate. No one can stop you from using it. Your private gate is often the better, faster and more rewarding way in. And it is always playing Fleetwood Mac’s Go Your Own Way.

Entrepreneurship

If you want a job and no one will offer you one, make your own. Start your own business. Become a freelancer, contractor or consultant. Then show everyone who didn’t hire you what a mistake they made. (Huge!) Then steal business from them. And laugh all the way to the bank. (Or credit union, where they are nicer and always treat you like a member.)

Entertainment

If you want to be an entertainer and no one will give you air time, or stage time, go to YouTube. That is quite literally what YouTube is for. Your big self-made break is waiting for you there between the cute cat videos, videos of people getting hit in the tenders and tutorials on how to replace the flux capacitor on your Delorean.

Writing

If no one wants to publish the book you wrote, then self-publish that bad boy. If the newspaper, magazine or website won’t hire you to write for them start your own blog. I publish 3 blog posts every week. And I don’t need permission from anyone. Heck, I kan evan spel thyngs rong aynd knot git fihred. Buuwm!

Social Groups

If no one invites you to join their meet-up, club, group, or society simply create your own. They are all made up anyway. I should know. I have made up several of my own. And they are my favorite groups of all.

Key Takeaway

To live the great life you imagined for yourself fire the gatekeepers who are trying to hold you back. Become your own insider. Don’t wait for an invitation. Don’t ask for permission. Just go. You always have access through your private gate. And no one can stop you but you.

*If you know someone who could benefit from this message please share it with them.

The simple trick to make your dreams a reality.

For months I thought about making a t-shirt design I really wanted. But I didn’t do it. For many years I loved the idea of writing my own blog. But I didn’t write one. For nearly 2 decades I thought about starting my own advertising agency. But I continued to work for someone else. You probably have similar stories. Because as Maya Angelou said, ‘We are more alike, my friends, than we are unalike.’

It is easy to consider me a dreamer, not a doer.

However, today I am wearing the t-shirt design that I wanted to print for so long. I am writing my 596th blog post. And for over 5 years I have worked at The Weaponry, the advertising and ideas agency that I always dreamed of starting. And when I pinch myself it actually hurts.

So what changed? What happened that turned these want-to-dos into dids and doings? The answer is simple. Like an OBGYN, I gave myself a due date.

‘Goals are dreams with deadlines.’

Someone Smart (But we don’t seem to know who.)

Dreams and fantasies float in infinite time. Reality, progress and completion are time-bound. To convert a dream into a reality you have to set a due date. And deadlines are like horse jockeys. (You should choose the shortest one that can do the job effectively.)

Key Takeaway

We often have a hard time getting started on big projects and life changes. So remember this: A Due Date gives you a Do Date.  When you have a deadline, even a false deadline, you alchemize fantasy into reality. You prioritize. You do what needs to be done. You can then put all the steps of the process onto a timeline. And timelines are like trains that deliver final results. Choo Choo!

*If you know someone who could benefit from this message, please share it with them.

** This blog gets published 3 times per week, because I set those 3 deadlines.

What my first boss said when he found out I was starting my own business.

While researching a longer post about key people who supported my entrepreneurial adventure I came across an email from my first boss in advertising, Neil Casey.

Neil was a partner at Cramer Krasselt and the Executive Creative Director. I started as a junior copywriter and thought I would get fired every day for the first 6 months. Neil and I were opposites in many ways. But I liked his style, and he tolerated mine. Neil is a really great swearer. I am not sure he knows this. He also taught me a lot about advertising, writing, strategy, creative thinking and how to stand up for your ideas.

The following email was from August 25, 2016. I had officially launched The Weaponry, an advertising and idea agency just a few months earlier. I was moving form Atlanta to Milwaukee for family reasons. Neil found out what I was doing and shared this note.

The note:

Hey Adam, Paul told me you were opening an ad agency in Milwaukee. ARE YOU NUTS?! Yeah, Paul had I went bonkers circa 1980 and opened Counsell & Casey. After melding back into C-K things turned out pretty well. Luck is always a component, bad or good. We were fortunate to have good luck.

Put yourself in situations and environments that foster good luck. Then add your unique talent and you’re on your way to fame and fortune. Oh yeah, I forgot about all the drudgery and long hours. Hang out with talented people. Keep the faith.

I always saw you as a Brand Enthusiast, Adam. Milk it for all you can.

Let’s have lunch sometime soon.

Neil

Key Takeaway

Support and encourage people whenever you can. Every bit helps.

Sidenote (actually below note): Neil hates the name The Weaponry. But I love it. And I have always enjoyed being the pea under Neil’s mattress.

*If you know someone who could benefit from this message please share it with them.

The Weaponry turns 5 years old!

I always wanted to start my own business. Not because I was an unhappy employee or a free spirit who couldn’t stand to work for The Man. I just like a good challenge. And everything I ever heard about entrepreneurship made it seem like it was the career equivalent to bull riding. Or free solo climbing. Or streaking at the Super Bowl. I knew it was dangerous. The likelihood of failure was very high. But if you are successful, there are few endeavors as rewarding.

On the set of a recent TV shoot with Jonathan Taylor of the Indianapolis Colts. I tried to steal his necklace, and he tried to defend it. It was all very subtle.

Some Fun Entrepreneurial Facts

  • There are 31 million businesses in the United States
  • 90% fail within the first 5 years
  • Only 4% ever make $1 million a year.
  • The average age of startup Founders is 42 years 
  • A first-time entrepreneur has an 18% chance of succeeding
  • 70% of entrepreneurs were married when they started their first business
  • 60% had at least one child
  • 44% had two or more children
  • 66% of start-up founders pay themselves less than $50,000
  • 69% of American entrepreneurs start their business at home
  • 80% of small businesses are non-employer businesses. 
  • 51% of small businesses make less than $100,000 in annual sales. 

Riding The Bull

With these facts in hand, I launched The Weaponry, an advertising and idea agency, in 2016. I wholeheartedly believed that we would succeed. The statistics didn’t scare me. They motivated me to prove that I was one of the few, the proud, the elite non-failers. Although I am sure the failers also felt confident when they first started out. After all, you don’t jump out of an airplane unless you are highly confident your parachute will open. Unless maybe there were snakes on the plane.

A constant reminder in our offices to think.

Turning 5 Years Old

Today, I am thrilled and proud to say The Weaponry is 5 years old! We gave grown significantly each year. And despite the global pandemic, 2020 was our best year yet. Now 2021 is off to a strong start. We continue to add to our team. And we have added 2 new clients in the past 2 weeks.

From a trip to India in 2018 to work with our clients Fifth Third Bank and SLK Global Solutions. I didn’t get the White Shirt Memo.

Funner Entrepreneurial Facts

  • The Weaponry has offices in both Milwaukee and Columbus.
  • We have 24 clients
  • We have clients in all 4 US Time Zones.
  • We have clients in 3 countries: The United States, Canada and India.
  • We offer Health Insurance and Dental Insurance
  • We have a 401(k) plan with a 4% match
  • We have two red refrigerators
  • Both of our offices are in Suite #206 (Although the signs say Sweet #206. Because I thought that was funnier. Those are the kinds of dumb things you can do when you start your own business.)
This is where the magic happens.

What’s Next?

I feel as if we have only just begun, like Karen Carpenter. We have much more to accomplish. We expect us to grow and expand significantly. It is clear that we are having great success with happy clients who have hired The Weaponry 2 and 3 times as they have changed jobs. Which I think is the best compliment a client can give you.

Our 3 Pillars of Success.

Before we won our very first client (Global Rescue), I declared The Weaponry’s recipe for long-term success. And unlike that finger-licker Colonel Sanders, I am happy to share it with you.

  1. Great Creative Idea
  2. Excellent Customer Service
  3. A Fun Experience for Everyone Involved.
Me and Dan Richards, CEO of our first client, Global Rescue. We were trying to look tough while wearing polos.

What’s Next?

If we continue to deliver on these 3 points we will enjoy perpetual success. And while I am very thankful to have made it to 5 years, I believe the job of leadership is to keep a business in business forever. To do that we will have to continue to listen, learn, adapt and improve. I am fully committed to it. Just like a streaker.

Key Takeaway

Entrepreneurship isn’t easy. In fact, it offers one of life’s greatest challenges. But if you want to try it, I highly encourage you. It is extremely rewarding in more ways than I have room to share in a concluding paragraph. To dramatically improve your chances of success start a business doing something you know well. Choose work you love to do. And you will have the intellectual equipment and the magnetic pull to get you to 5 years and beyond.

*If you know someone who could benefit from this message, please share it with them.

My adventurous Saturday drive.

How was your Saturday? Mine was pretty unique.

I woke up in the middle of a crazy thunderstorm at 5 am. I say the middle of the storm because I was on the 24th floor of the JW Marriott downtown New Orleans, Louisiana. The storm was literally all around us. It was a pretty wild wake-up call for me and my family of 5. The lightning flashes and cracks of thunder were biblical. I was starting to think God or Al Roker was sending me a personal message to get in my ark.

Pack It Up. Pack it In.

We had already planned to begin our trek home to Milwaukee, Wisconsin yesterday. But the storm, which was still ragin’ like a cajun a couple of hours later meant that there was no reason for one last stroll through the French Quarter. Because not even Tom Benson’s Boogie umbrella would have done us any good in NOLA yesterday.

My boys and a few plates of kiddie-cocaine

On The Road Again

At 8:30 am our Ford Expedition was fully loaded and we were pulling out of the hotel. The weather was wild and added to the mystery of just how far we would be able to travel in one day. The navigation system told us the full drive, without stops, would be 1032 miles straight north. The adventure was on.

The Crawfish-Cheese Run Route.

Kentwouldn’t

Our first stop was in Kentwood, Louisiana for a bathroom break and fuel. It took me 3 fuel pumps at 2 different gas stations to find any gasoline. There are plenty of great places to stop for a bathroom and fuel. Kentwood is not on that list. #DoNotRecommend

Mississippi: The 4 I’d State.

Soon we rolled into Mississippi, like Tina Turner, or CCR. The state was lovely and green. Jackson was bigger than I imagined. I wondered where Deion ‘Prime Time’ Sanders lives. (Probably on some prime real estate.) I thought about Kid Rock screaming, ‘I feel like Jackson, Mississippi!’ But I couldn’t get a feel for what that would feel like. So we kept rolling.

Memphizzle

We skirted around Memphis and saw downtown as we crossed the Mississippi for the first time. The Bass Pro Shop Pyramid dominates the Memphis skyline. It’s like Tennessee’s version of the Statue of Liberty. (Give me your crankbait, your plastic worms, your red and white bobbers…)

The Middle Passage

We grabbed lunch in West Memphis, Arkansas and my wife Dawn took over driving duties so I could grab a quick nap. I tried not to giggle when the girl working at Arby’s kept referring to the gyro (sandwich) as if it was part of a gyroscope. Dawn drove us through Northeast Arkansas, the Missouri Bootheel, and across the Mississippi again into Cairo, Illinois. Which meant we had made it halfway home.

Yes, You Kankakee!

We stopped for another quick bathroom break just north of Cairo, and I started driving again at 4 pm. We had a whole lot of Illinois in front of us. But we were on a roll. And we rolled all the way to Kankakee, where we grabbed Culver’s for dinner at 9 pm. (I thought it would be fun to open a pancake restaurant there called Kankakee Panckees.)

Chi-Town

We hit Chicago late enough that there were no issues. But as always, I saw lots of billboards for hair replacement. So if I ever have that problem, I’ll call Brian Urlacher.

Wisconsinin’

Once we crossed into Wisconsin someone hit the fog machine and visibility dropped to near nothing. We had 60 more miles to home. And it appeared the drive would end the way it started, with weather spicing things up.

Home With My homies.

At exactly 11:30 pm we pulled into our driveway at home in Mequon. We made it 1040 miles in 15 hours. We did the whole drive in one day. I had driven 1000 miles in a day several times. (And I would walk 500 miles.) But this was the farthest and fastest of my major road days.

The Po-Po

After avoiding the police for 15 hours, just before midnight, as I was cleaning out the car in my driveway, a police officer walked up my driveway and introduced himself.

I assumed he was there to congratulate me and my family on completing our cannonball run. Instead, he told me he had received a report of shots fired at about the time we got home. He asked if I had heard anything. I resisted the temptation to tell him that I thought I heard some Jello shots and maybe a Jagermeister or two in my neighbor Paul and Jane’s house. (He then told me if there really were shots fired you would usually have several calls. So he assumed it was nothing.)

Key Takeaway

Take on significant challenges. Do hard things. Set goals. Push yourself. See what is really possible. It’s fun to take on challenges with a great partner or your entire family. Extra obstacles like storms, fog, and police just add to the adventure. And they help turn miles into memories. Which is what life is all about.

*If you know someone who could benefit from this message please share it with them.

What really happens when you share your content.

Content is the marketing buzzword of the millennium. If Jan Brady was alive today, (and was a marketing expert), she would be exclaiming, ‘Content, content content!’ instead of, ‘Marsha, Marsha, Marsha!’

Experts say that both personal brands and business brands need to put out content to draw more attention. It’s easy to understand why Netflix, Hulu and HBO need content. It is the product they sell. But why do non-entertainment brands and individuals need content? Inquiring minds want to know.

Connect The Dots

Think of life like a giant game of connect-the-dots. When you share your content you are enabling others to connect to your dots. Your dots may be your ideas, products, services, advice, knowledge, experience, expertise or friendship. All of those things have value in this epic game of connect-the-dots we are all playing.

A Recent Example

Last weekend Angie Eger from Columbus, Ohio posted a picture of her son on Instagram. And when she did, a curious chain of events happened.

I thought about Angie for the first time in quite a while. Angie cut my hair from 2009 to 2014 when I lived in Columbus. Then I remembered that I have a problem. I need a haircut. However, I have a bigger problem, which is that my hair person in Milwaukee, Sara Holzem, moved to Naples during the pandemic. And I have only had my hair cut once since. The cranky woman who cut my hair did a good job, but the experience was poor. And by the looks of it, she has been fired by the hair place where I saw her. It’s likely because her cranky pants were a violation of the salon’s dress code.

As I read Angie’s Instagram post I realized that I would be in Columbus, Ohio the following Friday. So I sent Angie a note through Instagram asking her if she had any spare hair time on Friday. Luckily for me, she did.

This is Angie, with a mask, for safety.

So last Friday morning I got my hair cut by Angie for the first time in 7 years. It was a major win-win. Angie offered a great solution to a problem I was struggling to solve. My fresh new hairdo looks a lot better than my expired one. I got to start my Friday morning catching up with an old friend. And Angie increased her business last week, by re-attracting a lapsed customer. As a result, she made money doing something she loves.

Share Your Content

This transaction only happened because Angie posted a picture of her son on Instagram. I was connecting dots, and she put her dot right where I needed it. Which meant that I connected Angie’s Instagram-post dot to my hair-problem dot to my trip- to-Columbus dot. Problem solved.

This is the image of Angie’s son on Instagram that started it all. Happy Birthday Cole!

Key Takeaway

Keep sharing your world with others. Every piece of content you share has the potential to help someone. It makes you or your organization top of mind when others are trying to solve a problem. We are all playing a giant game of connect-the-dots every day. So add your dots. And help others win.

*If you know someone who could benefit from this message, please share it with them.

How the fun UW Credit Union commercials with Jonathan Taylor happened.

Indianapolis Colts rookie running back Jonathan Taylor has been the talk of the sports world this week. He lit up the NFL on Sunday, rushing for a Colts record 253 yards and 2 touchdowns. He completed the regular season with 1169 rushing yards, 3rd best in the NFL in 2020. He also used his remarkable speed, agility and hand-washing skills to avoid covid all season long.

Taylor’s standout NFL season comes on the heels of a record-setting college career.

Jonathan Taylor highlights at the University of Wisconsin:

  • 1st running back in college football history to rush for 6,000 yards in 3 seasons.
  • 6th most rushing yards in college football history, despite only playing 3 seasons.
  • Winner of the Doak Walker Award as America’s best college running back in both 2018 and 2019.
  • 2 time unanimous 1st-team All-American in 2018 and 2019
JT talking about colts and cowboys.

Marketing Opportunities

In 2020, as Jonathan Taylor began his NFL career, he also began a partnership with UW Credit Union. Taylor first became a member of UW Credit Union his freshman year in Madison. It was the first bank account the Salem, New Jersey native ever had. In fact, it was Taylor who first approached UW Credit Union about a possible partnership, noting the strong connection he felt towards the brand.

The interview portion of the program.

Starting and Stopping

The first scheduled collaboration between Taylor and UW Credit Union was supposed to happen back in March of 2020, just before the NFL draft. JT was hosting a series of football camps for youth in Milwaukee and Madison that was sponsored by UW Credit Union. But the camps were scheduled for March 14 and 15th. Which was the weekend the coronavirus pulled the plug on all fun and games in America.

Not only were the camps canceled, the entire country went into lockdown-mode for the next 2 months. The only sports happening in America were toilet paper hunting, cleaning supply gathering, and an epic game of covid dodgeball.

JT demonstrating the no-look one-handed catch.

One Last Chance

By the middle of summer, we had all settled into the new normal. Anne Norman, the Chief Marketing Officer of UW Credit Union approached our team at The Weaponry about the JT partnership again. She asked us if we thought we should still try to create some new content with Jonathan if logistics would allow. We said absolutely. So we contacted Team Taylor and Everett Sports Marketing, JT’s marketing agents, to see what if anything was still possible.

Good News

As it turns out, Anne’s call was well timed. JT needed to report to training camp with the Indianapolis Colts the next week. As luck would happen, he was going to be in Madison a day before that to pack up his apartment, move, and enjoy some Toppers Pizza. So we had one day to capture what we needed. However, we had less than a week to prepare.

This meant we had less than a week to figure out what we were going to do with JT, where we were going to do it, and who we were going to work with to film and photograph him. Under normal circumstances, this would be a very tight squeeze. But during the covid-era the opening was so small we didn’t know if even JT could run through it.

The Location

The location was difficult to find. The University of Wisconsin was in full lockdown mode, and wouldn’t allow anyone on campus, including the athletic facilities. Dane County put tight restrictions on gatherings of non-household-sharing humans. So we were in a tough spot.

Jonathan Taylor and Adam Albrecht in pre-game warmups.

Finally, we found a high school that would allow us to film on their football field. It is probably more accurate to say that they said, ‘We don’t want to know anything about this, but the gate might not be locked, and you might be able to get on the field if you are all masked and socially distant.’

The Crew

We found a Milwaukee-based film crew that had safety protocols in place and could run a safe covid-era shoot. We tapped our good friend and great photographer Lucian MacAfee for photography duties. Now we just needed scripts to film and ideas to photograph.

This was the first time in my career that my team had locked in a shoot location and both film and photo crews before we had any ideas about what we were going to create. But then again, this was also my first pandemic.

The socially distanced film set.

The Ideas

Our creative team of Kevin Kayse and Kristyn Lilley fired off a barrage of potential video scripts for JT to deliver for social media and the UW Credit Union website. But our timing was limited. And we didn’t know how JT would be on camera, or whether he could deliver humorous ideas. Plus, we couldn’t shoot other actors with JT. To their great credit, the UW Credit Union marketing team trusted that we would come up with something. And we did.

JT and his lucky Bucky Badger debit card.

The Shoot

Despite all of the twists and turns we had experienced since March, on the day of the shoot everything went according to plan. Everyone showed up at the right location at the right time. Everyone wore masks. We used long lenses that allowed JT to be a significant distance from the camera. And we rolled film.

JT was great. He was as good at working with the teleprompter as anyone I have ever worked with. He was extremely coachable and took direction well. We were pleasantly surprised that he was able to deftly deliver the light humor several of the videos required.

In fact, while we were planning on creating a series of online and social videos, we were so pleased with how they turned out that we decided to turn the videos into TV commercials as well. And the response to the spots has been great.

Here is the first commercial to air.

We had a little fun with this spot. Fun fact: It is my voice that talks to JT from off-camera.

Here is the second commercial to air, which focuses on UW Credit Union’s mobile app.

Wisconsin has 2 NFL rival teams. We played off of that in this commercial.

Thanks to UW Credit Union for the opportunity to create this work. Thanks to Anne Norman, Becky Hubing and Jill Rickert of UWCU for your help at the shoot. Thanks to Rachel Everett and ESM for all your help. Thanks to producer Mandi Nodorft for pulling things together. Thanks to Lucian McAfee for all the great photography. And thanks to Jonathan Taylor for being great to work with, and funny too.

JT with Rachel Everett of Everett Sports Marketing. ESM encourages all of its athletes to focus on the brands they have authentic, credible, significant relationships with. Which is a very good philosophy for brand partnerships. Which is why they have also attracted other top NFL players, including Nick Chubb, Tee Higgins and D’Andre Swift.

How to stand out in a crowd using your unique identifiers.

There are a lot of people to compete with on this planet. If you are looking for a job, a significant other, or a great opportunity, it helps to stand out from the herd. Or so I’ve heard.

Only You.

In advertising, we are always looking for that thing that only our brand can say. We were the first brand to do ________. We are the only brand to offer ________. We are the only brand that does __________ in Dallas, besides Debbie.

What we are doing is creating a clear and distinguishing image of our brand without an equal competitor. To do this, we create evaluation criteria that we naturally win.

Your Personal Brand

You can do the same thing for your personal brand. To do this, simply find something that makes you stand out. Use the following question as your guide.

What is something you have done that you are fairly confident you are the ONLY person in the considered set to have done?

The considered set means you are the only person in the room, at the party, in the new business pitch, or being interviewed who could say this. When someone asks you to share a fun fact about yourself, this is what they mean. I always think this would be a really fun game to play in prison.

Your Unique Identifiers

This question offers you an opportunity to become unforgettable. It allows you to reach into your bag of uniqueness and pull out that crazy fact, that interesting experience, that crazy condition, that remarkable accomplishment, and hold it up for everyone to see. Like when Anthony Michael Hall holds up Molly Ringwald’s underwear in Sixteen Candles. When you do, you have created your own Unique Identifier.

Your Unique Identifier serves as a valuable story that dramatically increases your memorability. And if you want opportunities to come your way, it helps to stand out from the crowd.

Some Unique Identifiers I use:

  • I once pet a hummingbird in the wild.
  • I once got stuck in a Murphy bed in Germany.
  • My Mom is one of 9 kids and my Dad is one of 12.
  • I lived in 5 states by the time I was in 7th Grade.
  • Me and Danica Patrick once filled a Prevost motorhome with ping pong balls.
  • My older sister Heather and I have the same birthday 2 years apart. And my 2 younger sisters, Alison and Donielle, have the same birthday 2 years apart.
  • In high school, I broke the state record in the discus 8 months after having my ACL reconstructed.
  • I launched The Weaponry because I had two different clients call me the same day and encourage me to start my own advertising agency.

Key Takeaway

We all have Unique Identifiers. Think about yours. Write them down and keep them handy. Use them at parties, on dates, and in interviews. They give others something interesting and differentiating to remember you by. Just ask Mikhail Gorbachev.

*If you know someone who could benefit from this message, please share it with them.

It’s time to enjoy a taste of the holidays, with Sprecher.

Sprecher Root Beer is the best root beer in America. That’s not just my opinion. The New York Times said that. (And so did my kids, over and over.) Because Sprecher root beer is just that good. But like wassailing and dressing like an elf, Sprecher root beer is even more popular at Christmas time.

That’s why Sprecher Craft Soda approached The Weaponry about creating a new ad campaign to run throughout the 2020 holiday season. Now it’s the holiday season! So hoop-de-do and hickory dock. And don’t forget to hang up your sock so Santa can stuff it with Sprecher.

The Insight

Sprecher sodas taste great every day of the year. But research reveals that Sprecher lovers strongly link the great taste of Sprecher to the holidays. For anyone who grew up drinking Sprecher, there is a great sense of tradition, nostalgia and comfort in these brown bottles of deliciousness. When creating the new work, we tapped into that feeling like a keg of root beer.

One of the new ads, featuring the Family Truckster and a big ole bottle of Sprecher Root Beer.

Delish You A Merry Christmas!

If you have never had a Sprecher, Sprecher is to root beer what Krispy Kreme is to donuts and HoneyBaked is to ham. Once you’ve had one, it will spoil you for all other root beers. Which is why I believe Jesus wants me and my family to have Krispy Kreme, HoneyBaked and Sprecher on our table on Christmas Day. #WWJD

The More The Merrier!

Families have celebrated the holidays with Sprecher sodas for decades. But it’s not just the root beer. The Cream Soda is smooth, like a Barry White Christmas. The Orange Dream is, well, dreamy. And both the Ginger Ale and Ginger Beer leave your mouth ting-ting-ting-a-ling too. (Sorry, there is no Mary Ann Ale, Gilligan.)

The Secret Sauce

Why is Sprecher Craft Soda so darn good? First, it is made with honey. How cool is that!?! Then, they brew the soda, like beer. It’s the fire-brewed caramelization process that really adds the flavor like Flavor Flav! #YeahBoy!

I have to leave 2. Or 3.

The Backstory

We have Randy Sprecher to thank for these great flavors. Back in the late 1900s, Randy traveled to Germany and fell in love with the taste and craft of German beer brewing. Apparently the Germans have the beer thing figured out. Hence the giant steins and gemütlichkeit .

Randy came to Milwaukee and began brewing world-class beer under the Sprecher Brewing Company banner. But at home Randy applied the same brewing techniques to the special homemade root beer recipe he created for his young daughter Kecia. Once Sprecher began serving Randy’s root beer in the taproom, sales took off. Today the root beer sales even outpace the award-winning beer.

Yule love it. And so will Yul Brynner.

The Next Chapter

At the beginning of 2020 a team of investors, led by CEO Sharad Chadha, recognized the enormous untapped potential of Sprecher sodas, and decided to invest aggressively in growing Sprecher sodas on a national level. Their renewed focus on promoting the brand through strategic marketing and sales efforts is already on display this holiday season.

The Campaign

The holiday campaign features a combination of billboards and mobile display ads that are served up near retail locations through the end of the year. The ads tap into the strong connection the brand already has to holiday celebrations.

The campaign provides a simple reminder that while there are many traditions that simply aren’t available this year, we can still enjoy a Sprecher with our families. And it’s those little things that make the holidays feel, and taste, like the holidays.

These are Sprecher’s Gold, Frankincense and Root Beer.

If you can’t find Sprecher at a retailer near you, you can always order online at sprecherbrewery.com. And if you can’t find it there, it’s because I bought everything they brewed. Sorry.

Roll The Credits:

There is a great crew at Sprecher who have been supporting this effort including Sharad Chadha, Kecia Sprecher, Craig Burge, Jenny Nyquist, Tom Aslin, Doug Cullaz, Katya Alexeeva, Lauren Price and guest star Carl Cahill.

The Weaponry team behind the new work includes Kristyn ‘L-Lil’ Lilley, Joe Kayse, Simon Harper, Adam Albrecht and Cat Boland.

In The Wild

Santa knows, Sprecher Craft Sodas always make a great stocking stuffer.