Aarti Shah 16 Jan 2013 // 12:00AM GMT
EL SEGUNDO, CA — Zico Beverages has hired Catalyst Public Relations to handle media relations following a comprehensive marketing review. The account is expected to be in the mid six-figure range annually, said Bill Lange, VP of marketing at Zico, which is owned by Coca-Cola.
The makers of the popular coconut water drink also selected ad agency Butler, Shine, Stern & Partners (BSSP) to develop the brand’s advertising creative and media strategy. An ad agency-led branding campaign will ultimately be integrated across all marketing channels. Zico will manage social media in-house.
“Both agencies will work hand-in-hand for consistent messaging and themes,” said Lange. “And there will be opportunities for value-adds from all of our partners.”
Lange said Zico was seeking a PR agency with experience in the “active lifestyle space” to support marketing efforts to promote healthy living in association with coconut water. He added that Catalyst was selected, in part, because of its experience with brands like Subway and Under Amour. Zico previously worked with Sunshine Sachs.
“We wanted to move beyond the sizzle of celebrities and beautiful people carrying coconut water and get more into the benefits,” he said. Zico has worked with several celebrities, including supermodel Gisele Bündchen and basketball star Kevin Garnett.
Last week, Catalyst announced it was acquired by the consulting arm of sports marketing giant IMG, positioning the agency for global expansion.