BooneOakley Catches Wave

CHARLOTTE, N.C. Wave Energy Drink has chosen BooneOakley as its first ad agency following a review. The shop is now tasked with helping the start-up break into a crowded market.

BooneOakley, which, like the client, is based in North Carolina, will create a spring campaign featuring TV, print, online, outdoor, point-of-purchase and special events.

The overall full-year marketing and distribution network budget is $40 million, the agency said, though it did not break out projected paid-media spending.

“They have a demonstrated ability to create buzz, in ways that do not feel like traditional advertising,” said Jason Wolter, vp, marketing at the client, of BooneOakley’s selection.

One recent example: the shop’s promotional effort for The One Show, which urged applicants to the annual ad awards competition to take “pencils for a test drive.”

Phil Smith, agency president, said the Wave win was important because it gives the shop a foothold in the energy-drink market.

That cup to some extent already runneth over, with potential competitors ranging from caffeinated beverages like Red Bull to sports drinks such as Gatorade and “focus enhancers” like start-up Jones GABA.

Wave, which is “all natural” and has no artificial flavors, is being soft launched this month in Charlotte, N.C., New York and Florida.

BooneOakley is a full-service, independent agency, with clients including Bloom Supermarkets, CarMax, HDNet and Visit Charlotte.