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Via Snags Twisted Tea Creative

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BOSTON Via has added creative chores on Boston Beer's Twisted Tea "malternative" iced tea following a review, a client representative said today.

There was no agency on the brand, which has spent less than $1 million annually in measured media in recent years, though sources expect spending to rise into the low seven figures in 2007.

Publicis Groupe's Zenith in New York handles media duties on all Boston Beer brands. Those chores were not in play. Independent Octopus in New York, which works on the company's flagship Samuel Adams brand, did not participate in the competition for Twisted Tea, the rep said.

A desire to back the brand with greater creative firepower and forge a long-term positioning drove the review.

Portland, Maine-based Via is one of New England's larger independent shops. It handles a mix of consumer and business clients, including the H.P. Hood dairy, which it won this year. Via subsequently broke a regional TV push for Hood [Adweek Online, Aug. 28].

—Adweek staff report