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NEW YORK Mad Science Creative will lead the charge for Hype, a maker of high-energy drinks that aims to position itself as the hard-to-find alternative to market leader Red Bull.
The New York advertising and public relations shop won agency of record status after brokering a distribution deal with Randy Gerber’s Midnight Oil Productions, which has brought Hype to the W Hotel’s upscale Whisky Blue lounges nationwide, said MSC creative director Decker Watson. In addition to the lounges, Hype is also available at Walgreen’s, convenience stores and drugstore chains, but its reach is limited, Watson said.
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