SunSwipe Names Smith Agency

SunSwipe Inc., poised to launch its new sun care product nationally, chose The Smith Agency in Fort Lauderdale, Fla., to handle the creative portion of its $3-4 million advertising account following a competitive review.
Western International Me-dia’s Hollywood, Fla., office will handle media buying.
The Miami Beach, Fla.-based marketer has developed a “sunscreen towelette.” The product is pre-moistened with sun block, moisturizers and vitamins. The 12-inch square waterproof towel, which reportedly can be used multiple times, has a unit retail price that ranges between 99 cents and $1.39.
SunSwipes are currently available in drugstores throughout South Florida. Ouli Sellig, director of SunSwipe Inc., said the startup company plans to distribute the product to national chains including Wal-Mart, Kmart and Target within three to four months.
Sellig selected The Smith Agency after meeting with several other undisclosed shops located in South Florida cities.
“Even though we’re a small account and a new business, [The Smith Agency] made me feel like a large account,” Sellig said.
SunSwipe’s business may indeed be considered large by The Smith Agency, which reported 1997 billings of $2 million. Smith, however, said the agency will be able to absorb its first packaged-goods account without hiring additional staff members.
“We’re a small enough [shop] where we can turn on a dime, and [the client] liked that,” agency president Andrew Smith told Adweek.
The shop has already assisted SunSwipe with package redesign and in-store displays. In the coming months, it will develop a campaign comprising primarily radio commercials–a strong suit of The Smith Agency. Other elements will include print advertising, public relations and promotions.
Established in 1983, The Smith Agency counts Enmark Stations and St. Joseph’s/Candler Health System among its clients.