NEW YORK The Martin Agency, an Interpublic Group unit, said it has been hired by Fuze on a project basis to provide strategy and creative for the client’s range of infused beverages.
“Our team is eager to find unexpected ways to promote trial and to educate consumers about Fuze’s enlightened stance on health benefits and great taste in a beverage without all the ingredient baggage that is typically part and parcel with beverage brands,” said Steve Sanders, agency vp, account director.
Fuze spent less than $1 million in each of the past two years in domestic media, per Nielsen Montor-Plus.
The first work from the Richmond, Va., shop will break in June along with Fuze’s collaboration with the Susan G. Komen Foundation, a group that supports breast cancer research.
“Martin showed early on that they shared both our passion for the brand and our belief that the Fuze brand combined with its new distribution strength, through the Coca-Cola system, can make an epic statement in consumer package goods,” said Bill Meissner, client CMO.