Internova Basks in Red’s California Glow

Red has been tapped to help name and introduce two lines of soy and rice beverages in the U.S. and Canada next year.

Red will handle the assignment from consumer packaged-goods concern Internova out of the agency’s offices here and in Mill Valley, Calif.

The work includes product naming and package design, brand-building strategies, online and offline advertising and the creation of in-store and product support materials.

Spending for the client in St. Lambert de Levis, Quebec, will initially be in the seven-figure range, according to Jennie Smith Wilson, Red’s managing director.

The launch, planned for March, will feature two lines of drinks, one organic and one nonorganic, said Red managing partner Steve Giuggio. Taste and nutritional value will be stressed in both trade and consumer campaigns as the lines go up against more established players, such as Vitasoy USA, Hain Food Group’s Westbrae Natural and Westsoy and Imagine Foods’ Rice Dream, Giuggio said.

Don Easdon and Jeff Billig, managing partners in Red’s Mill Valley office, will oversee creative development for the new Internova drinks.

“It’s a big win for us because of the category,” Wilson said. “Consumer packaged-goods is a category we want to be in. [Plus], this is a chance to develop something from the ground up.”

Red was chosen based primarily on the “chemistry” between client and agency officials, as well as “their experience in terms of the packaged-goods and beverage category,” said Internova vice president Anne Gilbert.

Internova is Red’s second notable account addition in recent weeks, following the agency’s selection by international law firm Bingham Dana for a first-quarter branding push [Adweek, Sept. 25].

The present incarnation of Red, with some 30 staffers split between its two offices, was established this summer when Boston-based Heater Advertising was absorbed into Easdon and Billig’s existing Red agency operation.