Arnold will roll out its first ad campaign for Le-Nature's flavored water in September, following public-relations and sampling efforts this summer to introduce the product in new markets.
Spending will initially be in the low-seven-figure range for a radio-based push now being developed, said Don Lenehan, evp, chief marketing officer of Latrobe, Pa.-based Le-Nature's.
Boston-based Arnold was tapped over two undisclosed shops for the account. MARC USA in Pittsburgh had previously done some regional promotions for Le-Nature's.
Arnold was chosen based on its ability to offer an integrated ap proach, Lenehan said. While the ads are developed, Arnold's Integrated Solutions Group will implement sampling programs, distributing more than 1.2 million eight-ounce samples at beaches, parks, malls, street corners and cultural events. The "street teams" will employ colorful trucks, tents and uniforms to create a "brand experience" for consumers trying the product for the first time, said Beth Rice, svp, director of Ar nold Brand Promotions.
Marketed mainly in Pennsylvania for the past decade, Le-Nature's will debut in Boston, New York, Chicago, Pittsburgh, Nashville, Cleve land, Richmond, Va., and elsewhere in late summer and early fall.
The brand competes with "en hanced" water offerings from Aquafina, Glaceau, Propel and Veryfine. It attempts to differentiate itself by stressing its light taste and the fact that it's produced without sweeteners or preservatives.