How do you move a group of dedicated scientists who work in virtual obscurity to embrace your product? Show them that you understand their passion, respect their work and share their commitment to discovery.

The Catalysts. Print ads to build brand affinity, promotions to drive sales, website to help scientists easily get the products they need, online activities to build audience rapport.
The Movement. A scientific breakthrough. Perception of the USB brand as a dedicated partner increased dramatically. And online sales surpassed USB’s own aggressive goals.