Koobi is a manufacturer of high-end Italian bicycle saddles. Moxie Sozo was hired to name, launch, brand and promote the company. As a startup in a very competitive field, Koobi's limited budget dictated a bold marketing and public relations strategy. Instead of positioning the brand in the mainstream, Moxie Sozo recommended introducing the lightest and most expensive saddle on the market. The accompanying ad campaign was edgy, graphic and unlike any other campaign in the industry. The agency, who also handled all of Koobi's public relations, succeeded in landing 128 articles and mentions in the media over the first two years. Within twelve months of launching, the Koobi name and brand had developed a cult-like following. Several years later, the company remains small but well-known and well-loved.