Sweet Success Hires Ex-GSD&M Exec

DALLAS Alicia Smith Kriese, former senior vice president and group director of GSD&M’s Wal-Mart account, will lead marketing efforts for Sweet Success, a meal replacement beverage formerly owned by Nestle, the company said.

As part of the Nestle USA product line, Sweet Success sales surpassed $40 million annually, primarily through the major retail grocery and drugstore chains, and gained as much as 18 percent market share behind SlimFast, the company said. Acquired by a group of investors under the name Sweet Success Enterprises in 2002, the company is now publicly traded as a Nasdaq pink-sheet stock. The firm is based in San Antonio.

Kriese spent the last 18 years with Omnicom Group’s GSD&M in Austin, Texas, where she led the development of national brand strategies, corporate messaging and customer marketing campaigns for Wal-Mart Stores.

“We could not have found a better candidate to lead our marketing efforts as the company phases up operations,” said Bill Gallagher, president and CEO of Sweet Success Enterprises. “Alicia will oversee our marketing team, shaping and articulating the company’s image on a widespread basis, especially as we follow through on our growth strategy over the next few months.”

Kriese has been involved in multi-million dollar campaigns for GSD&M clients such as Land Rover, Chili’s Restaurants, Dial Corp., Charles Schwab and Janus Capital. She played a role in the positioning and naming of Wal-Mart’s Neighborhood Market concept.

Most recently, she planned Wal-Mart’s upscale advertising move into Vogue magazine. Kriese’s compensation includes options to purchase 80,000 shares of Sweet Success common stock at $1.50 per share.

“The nutritional beverage category is taking off,” Kriese said. “Sweet Success gets it, with products designed for where the middle mass of America is going. Some want to lose weight.”