Firm Hopes New Mascot Will Lure Clients

Cadwalader, Wickersham & Taft LLP has been through a lot this past year. The implosion of the mortgage-backed securities market has cost the firm millions and unflattering stories relating to the mass layoffs at its New York headquarters have been popping up all over the internet. Hoping to stem this tidal wave of bad news, the firm today unveiled its new mascot, a giant, walking salamander dressed as a golf caddy.

“Sal the Caddy” now appears prominently on the firm’s website and will be the focal point of a new print and television campaign designed to lure new business to the firm and reassure existing clients. A seemingly shell-shocked firm chairman, Phil Replin, read a prepared statement in announcing the new mascot.

“Sal will help Cadwalader remind the world that we are still a world leader in helping clients navigate life’s most challenging courses. No matter where you lie, Cadawalder can help you choose the right clubs to land on the green,” explained Replin before muttering “Lord help us” and storming out of the room past a smiling Sal.

Sal the Caddy is the result of a new branding strategy being implemented for Cadwalader by a New York advertising agency called Light My Brand On Fire. A spokesperson for Light My Brand stated that Sal was designed to meld the good feelings people have towards lizard-like mascots with the snake-like qualities people usually associate with lawyers.