Black Rocket Awarded New Daily Wellness Account

Black Rocket landed The Daily Wellness Co.’s new account last week, following a review of several undisclosed agencies in Northern California. Billings were not disclosed, but sources estimate the business to be worth $3-5 million.
The San Francisco-based shop will handle all creative duties, including broadcast and print work, for the client’s Elix brand of ready-to-drink herbal and vitamin supplements. Western International Media will handle media. This effort marks the first time the 2-year-old client has attempted significant branding and advertising work.
“We decided Black Rocket had the right combination of entrepreneurial and brand-building skills,” said John Talbot, vice president of marketing for Mountain View, Calif.-based Daily Wellness. “Their work for Yahoo, in particular, impressed us.”
“Elix is part of an emerging category with huge upside potential,” said John Yost, agency principal and general manager. “Our client sees the opportunity to lead the nutritional supplement market by building a credible and likable brand. Their vision, which combines good health and pleasure, is a natural.”
New work for Elix–most likely broadcast efforts–will break by late spring or early summer, said Black Rocket creative director Steve Stone. Initial advertising will appear in several test markets yet to be identified, Yost added.
The five Elix varieties feature “natural remedy” ingredients such as St. John’s wort, kava kava and dong quai, and more mainstream elements such as zinc and vitamin C.
Starbucks Coffee, Seattle, is currently partnering on a test basis with Daily Wellness to serve coffee-based drinks mixed with Elix varieties in its Las Vegas stores.