- David Gianatasio

BOSTON Jones Soda has enlisted Ricochet Partners in Portland, Ore., to launch Jones GABA.

The beverage launches this spring, and the client plans to market the drink as the only U.S. offering with the ingredient GABA, which is believed to promote heightened mental focus.

Jones GABA enters a crowded field, and could wind up competing against everything from "natural" drinks that include herbs to caffeinated fare like Red Bull. A key selling point of the ingredient GABA, which has been widely used in Asia, is that does not impart an "edge" like caffeine. That's an angle Jones uses in press materials and a tack that could be taken in upcoming ads.

Ricochet will develop strategy and creative across trade and consumer media, including print, online and point-of-sale initiatives.

The campaign launches next month, while Jones GABA is scheduled to hit retail shelves April 1.

Peter Charlton, CEO and CCO at Ricochet, said the client addition provides the agency a chance to work with "a recognized leader in innovative marketing and product development in the category."

Mike Ginal, brand manager for Jones GABA, said the agency's inherent understanding of the product and category led to its selection.

Based in Seattle, Jones Soda spent slightly less than $1 million in measured media during the first 10 months of last year, per Nielsen Monitor-Plus. It has recently worked with WPP's Cole & Weber United, Seattle.

No budget has been disclosed for the Jones GABA launch.

Ricochet was founded in 2005 and works across digital, traditional, viral, alternative and social media. Its clients include Adobe, Holcim, Sea Gull Lighting, Earth20, Elecore Architectural Accents, Columbia Distributing, Geocycle, Evergreen Bank and ResponseLogix, among others.