Looking beyond major agencies, Crystal Geyser has selected 20-person shop Nice Advertising to design a national television and print campaign for its bottled alpine spring water.
The San Francisco boutique won the business without a review based on a referral from another client. The shop will handle just the bottled water business; advertising support is not expected for other Crystal Geyser brands.
CMR registered no ad expenditures for Crystal Geyser last year, and only $340,000 through July 2002. Sources, however, said spending for the brand is likely to be ramped up to $5 million in the coming year.
Agency co-founder and partner Kelly Nice said his shop was able to pick up the national brand in part because of work done for other food clients such as Lindsay Olives.
"We have a really nice stable of consumer clients, and working with them helped [win this account]," Nice said. "To be a small agency in this environment and get [this kind of] consumer brand is a great thing."
Crystal Geyser's last advertising campaign was created by Arnold's San Francisco office, which closed earlier this year due to poor market conditions. The ads featured a wisecracking "water guy" walking around with cases of Crystal Geyser and handing out samples to people exercising around San Francisco.
Nice said the approach of future advertising campaigns has not been determined, but said the client plans to use television, print and outdoor media.
"It's a really competitive market," Nice said. "You have Coke and Nestlé as competitors. You are always conscious of competition, but here we're going to compete with some of the smartest marketers. This is one of the most exciting consumer categories and an opportunity to help [Crystal Geyser] thrive and compete."
Nice will handle account management. Dan Mountain, who has worked on the Perrier account at Publicis & Hal Riney, will be the creative director.
Media is purchased by Starcom Media Services.
Crystal Geyser, established in 1977 and headquartered in San Francisco, is owned by CG Roxane, a French bottler that also produces and markets sparking waters,juice drinks and other products worldwide.