Sports Drink Co. Taps Zimmerman

BOSTON Trading on its strength in the retail sector, Zimmerman Advertising has been chosen to handle the $20 million ad account of Integrated Beverage Group.

The company is preparing to market sports and recreational beverages such as Power Ice (a frozen hydration product) and Throat Cooler (a non-medicated supplement that contains Vitamin C and soothes dry or scratchy throats). There was no review for the business and no incumbent on the account.

“Integrated Beverage is wildly innovative—both the company and the products it offers,” and its commitment and competitive spirit make it a good fit for the agency, said Michael Goldberg, evp, CMO at Zimmerman, an Omnicom Group shop in Fort Lauderdale, Fla.

That commitment and spirit will be tested in a crowded field that features established players such as Gatorade and Powerade.

Zimmerman’s initial mission is to build support for the new products among retailers. Consumer work will hit in late Q1 for Throat Cooler (targeting female heads of households), followed by a Q2 push for Power Ice (focusing on active adults and kids).

A multimedia approach is planned, with TV, print, outdoor and promotions in the mix.

“I will be directly involved and use my experience and relationships in the sports and retail arenas to help them gain the traction they need to make a significant impact,” said agency founder and CEO Jordan Zimmerman.

Indeed, Jeffrey Wallner, president of the sports and entertainment division of Lighthouse Group, the client’s primary financial backer, noted Zimmerman’s retail acumen as a key reason the shop was selected.

Integrated Beverage is Zimmerman’s second notable win in recent weeks, following its addition of the Friendly’s account as 2007 wound to a close.