Ketel One, Carpet One Hire Heil-Brice

LOS ANGELES Independent Heil-Brice Retail Advertising said it has picked up point-of-sale and collateral duties on Ketel One vodka, and its Hispanic division, VisionLatina, has been assigned a Carpet One project.

Hal Brice, CEO of the Newport Beach, Calif., agency, called Ketel One “a celebrated, iconic luxury brand, and really a great company. The more we get to know them, the more fascinating they are. It’s been a family business since 1691; as a small entrepreneurial agency, we can really appreciate that.”

The business was reviewed, Brice said. Contenders were undisclosed. First work is expected in the second quarter. “This is where we excel,” said Brice, “encouraging that sale at the point-of-purchase.”

Aliso Viejo, Calif.-based Nolet Spirits USA president William L. Eldien said in a statement that the company based its decision on the agency’s “impressive history of smart and well-designed in-store marketing campaigns.”

Manchester, N.H.-based Carpet One hired the agency to create its first Hispanic marketing tool kit, according to the agency. Stan Langer, vice president of marketing, said in a statement that the shop’s retail experience and familiarity with the Hispanic community was the key to the business decision. The kit will include radio and television scripts [for franchisees and co-ops], print ads and p-o-p materials.

Javier Corona, marketing director for VisionLatina, said the Carpet One business was assigned without review.

Billings were not disclosed for either client. Both Carpet One and Ketel One spent $15 million advertising through November 2005, per Nielsen Monitor-Plus.