NEW YORK: Glaceau, maker of enhanced water drinks Vitaminwater, Smartwater, and Fruitwater, has named Ruder Finn as its AOR.
Jessica Wolff, Glaceau's communications manager, said six agencies were in contention and there were three finalists. Wolff declined to disclose the billings, but called them 'significant.'
?We felt they were really well-equipped to meet our needs and leverage the efficacy of our three product lines and take it the next level,? Wolff said.
The company previously worked with Jericho Communications, which did not repitch. RF began work on April 1.
?We showed them how well we got the brand," said Bob Seltzer, lead of RF's marketing practice. Melissa Barnes, account supervisor, will lead the four-person team.
Seltzer said that the brand's RFP explained that the company wanted to fall in love with its agency and didn't want a stodgy team. So RF sent humorous e-mails to the client, inserting a bottle of vitaminwater into stock photo.
Hip-hop artist 50 Cent is a partner in the company, which has long pursued a humorous approach to marketing. In one press release, it said the body protection aspects of Vitaminwater were on par with the bulletproof vest 50 Cent is known to wear.