Grey Gains Masterfoods’ Aqua Drops

NEW YORK Masterfoods has awarded Grey the creative advertising account for its new candy, Aqua Drops, the client confirmed.

Jeffrey Moran, Masterfoods’ marketing communications manager, confectionery, said the company plans a rollout of the “hydration” product and a print advertising campaign from Grey in November.

Aqua Drops will be available in two flavors—mint and citrus. Grey’s Sticky Grey is producing the work, an agency rep said.

“It’s a hydrating product that you eat between meals. It’s about hydration and long-lasting refreshment,” Moran said.

Moran declined to comment on the media spend, but said that in addition to the print campaign, there will be viral marketing behind the effort.

Grey’s Mediacom handles media. Masterfoods is based in Hackettstown, N.J.

Grey, a Masterfoods roster shop, also handles the client’s Twix and Starburst brands.