SunSwipe Inc., poised to launch its new sun care product nationally, chose The Smith Agency in Fort Lauderdale, Fla., to handle the creative portion of its $3-4 million advertising account following a competitive review.
Western International Me-dia's Hollywood, Fla., office will handle media buying.
The Miami Beach, Fla.-based marketer has developed a "sunscreen towelette." The product is pre-moistened with sun block, moisturizers and vitamins. The 12-inch square waterproof towel, which reportedly can be used multiple times, has a unit retail price that ranges between 99 cents and $1.39.
SunSwipes are currently available in drugstores throughout South Florida. Ouli Sellig, director of SunSwipe Inc., said the startup company plans to distribute the product to national chains including Wal-Mart, Kmart and Target within three to four months.
Sellig selected The Smith Agency after meeting with several other undisclosed shops located in South Florida cities.
"Even though we're a small account and a new business, [The Smith Agency] made me feel like a large account," Sellig said.
SunSwipe's business may indeed be considered large by The Smith Agency, which reported 1997 billings of $2 million. Smith, however, said the agency will be able to absorb its first packaged-goods account without hiring additional staff members.
"We're a small enough [shop] where we can turn on a dime, and [the client] liked that," agency president Andrew Smith told Adweek.
The shop has already assisted SunSwipe with package redesign and in-store displays. In the coming months, it will develop a campaign comprising primarily radio commercials--a strong suit of The Smith Agency. Other elements will include print advertising, public relations and promotions.
Established in 1983, The Smith Agency counts Enmark Stations and St. Joseph's/Candler Health System among its clients.