Opinionated is an agency that is unapologetically itself. It is unafraid to offer strong opinions and proactively pitch ideas to potential clients—and as a result, its bold work is unavoidable.
Special Report: Small Agency Conference and Awards
Opinionated is unapologetically itself—and that resonates with clients
Opinionated is Small Agency of the Year, Northwest, Gold
Gift Article
Gift Article
10 Remaining
As a subscriber, you have 10 articles to gift each month. Gifting allows recipients to access the article for free.
Opinionated laid the groundwork in 2023 for Drumstick to run in this year’s Super Bowl.
Credit:
Drumstick
Among its big moves: taking ice cream brand Drumstick to the Super Bowl for the first time. Portland, Oregon–based Opinionated created the brand’s first national Big Game spot starring comedian Eric Andre, whose distress goes unnoticed on a flight whose passengers and crew members are distracted by ice cream treats handed out by Dr. Umstick, Drumstick’s spokesdoll.
The ad wasn’t just funny; it generated more than 8.6% of year-over-year sales growth for Drumstick in February following the brand’s Super Bowl debut.
Opinionated was also behind Voodoo Ranger’s “strongest beer can in the world,” a clever strategy to demonstrate how notoriously strong Colorado’s New Belgium Brewing Company beer is. The problem was how to skirt regulations that prevent advertisers from directly referring to the strength of alcohol content.
Opinionated’s solution: Rather than focus on what’s in the can, the campaign focused on the strength of the can itself. The shop created a 19.2-ounce Imperial IPA can reinforced by half an inch of steel that weighed 14 pounds and asked influencers to test its might. In one month, the stunt generated more than 4 million views, 243,000 likes and 4,000 comments on social.
Opinionated attributes its portfolio of great work last year to repositioning how it approaches projects. The shop has started to proactively pitch strategy-only ideas to get a foot in the door with potential clients rather than wait for an RFP to come along. The shop did this with long-running project-based client Adidas, successfully pitching Opinionated as its “always on” sports-moments agency. According to the agency, this involves monitoring the U.S. sports landscape for news headlines that may impact Adidas’ highest-profile athletes and then turning around quick, timely creative.
After six years of working with Adidas, Opinionated reported its biggest-ever growth year with the client in 2023 thanks to this expanded partnership.
Opinionated hired Kate Higgins as its first chief growth officer last year and reported 8% year-over-year revenue growth for 2023 while forecasting 25% to 30% growth in 2024.
