Massachusetts-based Spindrift Soda featured in first small business TV ad
WATERBURY, Conn., June 7, 2011 — Real customers and real bankers are the stars of a new television advertising campaign launched this month by Webster Bank, a leading New England financial institution.
The new campaign, created by the Boston advertising agency Kelliher Samets Volk, promotes the “Type W Personality,” the core values shared by all Webster bankers. The attributes of the Type W personality are brought to life in television ads that tell true stories about real Webster bankers and the clients they have helped.
“Our research told us Webster’s bankers consistently go the extra mile for their customers, said Doug Chapman, Executive Creative Director, Kelliher Samets Volk/Boston. “The Type W Personality is a device that identifies, celebrates and spreads the word about the people, products and services Webster delivers. It tells the public that when they come to Webster, they can expect a more personal, fruitful banking experience that makes them feel valued as customers.”
“The typical Webster banker is dedicated, reliable, hard-working, knowledgeable, and passionate about their work – that’s the essence of the Type W personality,” said Michelle Crecca, Webster Bank’s chief marketing officer. “The story of Webster banker Jeff Pagliuca and his client Bill Creelman, the owner of Spindrift soda, -- airing throughout our market right now – illuminates the Type W personality in a way that everyone can easily comprehend.”
Creelman, a Massachusetts-based entrepreneur who launched and then sold the successful Stirrings® line of cocktail mixers, had a dream for a new line of sodas made from fresh fruit juice, tripled-filtered water and little else. But financing a start-up venture in the challenging soda market – in the middle of a serious economic recession – was not something that most banks would seriously consider. Webster Bank saw it differently.
“We didn’t prejudge Bill because he was selling soda,” Pagliuca said. “Unlike some of our competitors, we don’t dismiss ideas simply because they fall into a certain category. “We sit down with each client and learn as much as we can before we render a decision. As it turned out, Bill’s plan was brilliant and we were able to provide start-up capital for Spindrift Soda.”
“In this economic climate, a new idea is almost unbankable,” Creelman said. “I needed a bank with an open mind for small business and that’s why I chose Webster Bank. Webster is relationship-minded, and I really like dealing with just one person. We’re partners. It’s the way banking should be done.”
To watch the ad on the Webster Bank website, click on this link, scroll down and select the video “Embrace Great Ideas”: https://www.websteronline.com/microsites/expect-it/about-us/index.html.
About Spindrift Soda:
Spindrift hopes to change how America experiences sodas. We start with triple purified sparkling water, fresh squeezed fruit or berry purée (pulp and all!), and a dash of cane juice. No syrups, no juice concentrates, no additives, no preservatives. The result is a light, refreshing, delicious soda. To learn more about Spindrift, visit http://www.spindriftsoda.com/.
About Webster:
Webster Financial Corporation (NYSE: WBS) is the holding company for Webster Bank, National Association. With $18 billion in assets, Webster provides business and consumer banking, mortgage, financial planning, trust and investment services through 176 banking offices, 492 ATMs, telephone banking and the Internet. Webster Bank owns the asset-based lending firm Webster Business Credit Corporation; the equipment finance firm Webster Capital Finance; and provides health savings account trustee and administrative services through HSA Bank, a division of Webster Bank. Member FDIC and equal housing lender. For more information about Webster, including past press releases and the latest annual report, visit the Webster website at www.websterbank.com.
Webster Media Contact:
Brenda Greene
401.228.2083
bgreene@websterbank.com
KSV Media Contact:
Tracy Vaughan
617.832.7905
tvaughan@ksvc.com