Every time I get a B2B project to work on I end up facing the same battle.  People want to make is cold, flat, business-oriented and, frankly, painfully boring.  "It's B2B" they always say, like it's a curse of some sort.

The reality is that the second "B" is made up of people, so really it's no different from B2C at all. You have to create a unique selling proposition and brand story that people believe and want to engage with. 

With Quaker Chemicals, a company that makes lubricants for heavy plant machinery, the chance to prove this once and for all came forward.  Their lubricants are pretty much the same as everyone else's, and the real difference that Quaker offers are their specialists who work on-site optimizing plants, workers and their machines.  It's a uniquely human story.

We created a brand for them that is rooted in the performance of their people and products. The many layered tagline "It's what's inside that counts" describes the lubricants inside the machines, the specialists inside the plants, and most importantly, the heart inside the people of Quaker perfectly. 

It's B2B. And it's very good if I do say so myself.