LOS ANGELES WPP Group's Cole & Weber United has won creative and media duties for Jones Soda, the agency confirmed.
According to Mike Doherty, president of the Seattle agency, the client conducted a review but did not request creative presentations, relying instead upon chemistry and strategy.
Most of the agency staff will work on the account, Doherty said. The first campaign is expected to break before year's end. Todd Grant, ecd, will lead creative at the shop; media director M.J. Keehn will head up media strategy.
Doherty said that the upcoming campaign would be the client's first foray into national advertising. The brand is distributed at stores such as the Kroger chain and at retailers such as Target and Wal-Mart.
"Strategically, two of the key brand differentiators are their use of cane sugar versus corn syrup—a sweetener that has been associated with diabetes and triggering obesity—and that the brand is a people brand," Doherty said. "For instance, consumers can go to myjones.com and customize labels for the bottles, even putting their own faces on it."
Seattle-based Jones Soda spent less than $100,000 advertising in 2006, per Nielsen Monitor-Plus.
Agency clients include Colt 45 malt liquor, Livingston Cellars wine, Tree Top juices and Carlo Rossi wine.