Nice Advertising Picks Up Crystal Geyser Account

Looking beyond major agencies, Crystal Geyser has selected 20-person shop Nice Advertising to design a national TV and print campaign for its bottled alpine spring water.

The San Francisco boutique won the business without a review based on a referral from another client. The shop will handle just the bottled-water business; advertising is not expected for other Crystal Geyser brands. CMR registered no spending for Crystal Geyser last year, and only $340,000 through July 2002. However, sources said spending for the brand is likely to be ramped up to $5 million in the coming year.

Agency co-founder and partner Kelly Nice said his shop was able to pick up the national brand in part because of work done for other food clients such as Lindsay Olives. Crystal Geyser, established in 1977 and based in San Francisco, is owned by CG Roxane, a French bottler that also manufactures and markets sparking waters, juice drinks and other products worldwide.

“We have a really nice stable of consumer clients, and working with them helped [win this account],” Nice said. “To be a small agency in this environment and get [this kind of] consumer brand is a great thing.”

Crystal Geyser’s last advertising campaign was created by Arnold’s San Francisco office, which closed earlier this year due to poor market conditions. The ads featured a wisecracking “water guy” walking around with cases of water and handing out samples to people exercising around San Francisco.

Nice said the approach of future campaigns has not been determined, but said the client plans to use TV, print and outdoor ads.

“It’s a really competitive market,” he said. “This is one of the most exciting consumer categories and an opportunity to help [Crystal Geyser] thrive and compete.”

Nice will handle account management; Dan Mountain, who has worked on Perrier at Publicis & Hal Riney, will be the creative director.