Everfresh Gets Aggressive

3 Shops Chase Beverage Maker’s Revitalized Account
CHICAGO–Now under the direction of former Snapple chief Mike Schott, Everfresh/LaCroix Beverages here is seeking an agency to help build its share of the alternative beverage category.
Jeff Parkhill, vice president of marketing for Everfresh/LaCroix, confirmed the review and said the field has been narrowed to three Chicago-based finalists: Arian, Lowe & Travis, Fairman, Schmidt & Capelli and Rodi Platcow Malin.
Each of the three is working on a creative project assignment prior to final presentations, set for next month. A decision is expected by the end of August, Parkhill said. There is no incumbent agency of record.
Schott, who headed Quaker Oats’ Snapple unit until it was sold to Triarc Beverage last year, was named president of Everfresh/LaCroix in February. Its products include the Everfresh line of juice-based drinks and LaCroix brand of flavored sparkling waters. The company was acquired last year by National Beverage Corp. in Fort Lauderdale, Fla., which also markets Shasta, Faygo, Big Shot and other beverage brands.
Schott brings broad experience in beverage marketing: In addition to his tenure at Snapple, he has served as president of South Beach Beverage, which markets SoBe beverages, and as chief operating officer of Ferolito, Vultaggio & Sons, marketer of the Arizona brand of tea-based beverages.
Everfresh/LaCroix has done little advertising in the past–spending under $1 million last year for the Everfresh lines, according to Competitive Media Reporting–but intends to change that. “There’s an enormous opportunity and potential” for its brands, which “need to be reinforced with strong consumer advertising,” said Parkhill. He declined to value the account, but sources said spending is expected to top $5 million under Schott’s direction.
One focus of the company’s advertising will likely be its reformulated ClearFruit brand of noncarbonated waters with natural fruit flavors, unveiled earlier this month.