CarryOn is promoting brand expansion through traditional and new media initiatives targeting consumers and key markets, said Gregg Arends, VP marketing at Hansen, via e-mail.
“CarryOn will communicate the benefits of natural sodas over mainstream sodas and leverage the trend . . . to accelerate the growth of our core Hansen's Soda brand,” Arends said.
One of CarryOn's first projects was to launch the company's new line of Natural Sparkling Refreshments, as another ‘better for you choice' for consumers on May 12, according to Traci Kantowski, SVP at CarryOn.
The product is now on the shelf, but Kantowski said they're, “still in [the] process of a rolling-thunder approach to promoting the line and making sure of sustained coverage on regional media coverage,” centered in Colorado and California.
Kantowski adds, while the core brand soda is largely promoted to “soccer moms,” women who largely buy products for their family, the new Sparkling Refreshment line is targeted to women who skew slightly younger, and are interested in lifestyle messages.
Jennifer Sbranti, a lifestyle expert and blogger of HostessWithTheMostess.com, was brought on by CarryOn to assist in the promotion of the new Sparkling Refreshment line.
CarryOn was chosen for the account after a search for an AOR began in February, because it was a “full service agency offering a unique blend of traditional and new media capabilities,” Arends said. “We also felt they were the right size having sufficient capabilities to the get the job done, but not so large that Hansen wouldn't receive sufficient attention.”