The FRS Company Signs Cutwater as Advertising Agency of Record

Integrated San Francisco Advertising Company to Drive Campaign for FRS

Healthy Energy Line of Products

Sep 26, 2007, 01:00 ET from The FRS Company

    SANTA BARBARA, Sept. 26 /PRNewswire/ -- The FRS Company, a developer
 and distributor of healthy energy beverages and antioxidant-based nutrition
 and wellness products, today announced that Cutwater, an integrated San
 Francisco- based advertising company has been named agency of record for
 broadcast, print and online programs supporting the company's innovative
 healthy beverage, FRS(R).
     After a three month agency search process, The FRS Company selected
 Cutwater to generate creative concepts and integrated programs that will
 drive consumers to FRS' unique healthy energy products. Key factors that
 led to Cutwater's selection included their strong iconic campaign
 development credentials, interactive capabilities and out-of-the box
     "The depth and expertise in ground breaking, high impact creative
 campaigns for image driven brands makes Cutwater a perfect fit for FRS to
 help us further educate and motivate people to seek healthier ways to boost
 their energy," said Maigread Eichten, CEO and president, the FRS Company.
 "We are thrilled to embark on collaborative endeavors with Cutwater to
 accelerate the rapid growth of the FRS brand and bring our message of
 healthy energy in an innovative, positive way that will impact the American
     "What a great opportunity FRS presented to us -- the chance to create
 dynamic campaigns around such a relevant and innovative product is a rare
 occasion," said Brad Harrington, president, Cutwater. "It's about time
 someone gave us a healthy energy drink that really delivers, and we won't
 feel guilty about consuming it."
     The new advertising agency is charged with developing a breakthrough
 campaign to establish FRS as the market leader in the emerging healthy
 energy drink category and communicate FRS's high level of competitive
 differentiation. The assignment includes managing all aspects of the
 creative and media plan development and will likely include a significant
 online component. The new creative campaign elements from the Cutwater team
 are expected to begin appearing in late fall 2007. Terms of the new
 relationship were not disclosed.
     What sets FRS apart from traditional energy drinks is its unique,
 healthy approach to energy generation using a special blend of vitamins and
 flavonoid antioxidants. Getting adequate amounts of beneficial antioxidants
 is important to help maintain good health. Scientifically developed and
 patented, FRS provides a sustained, healthy energy boost and long-term
 antioxidant health protection. FRS is available in ready-to-drink beverage,
 portable drink mix powder, concentrate and chew forms ideal for today's
 on-the-go consumer.
     FRS is the winner of the 2007 World Beverage Congress' Best Health
 Initiative award, is endorsed by Lance Armstrong and supports the Lance
 Armstrong Foundation as a corporate partner.
     About The FRS Company
     The FRS Company (formerly New Sun Nutrition, Inc.), founded in 2004, is
 a developer and distributor of nutritional supplements, healthy energy
 snacks and beverages that is pioneering the development of flavonoid
 antioxidant health solutions to improve consumer health and wellness.
     The company's product portfolio includes FRS(R) healthy energy drink, a
 scientifically formulated supplement designed to boost energy, enhance
 performance and neutralize free radicals before they can cause cellular
 damage. FRS, which stands for the scientific term Free Radical Scavenger,
 contains a patented combination of flavonoid antioxidants, essential
 vitamins and metabolic enhancers. The flavonoids are quercetin, an
 antioxidant typically found in the skins of apples, onions and red grapes,
 as well as catechins extracted from green tea.
     FRS ready-to-drink cans are currently available through, GNC
 stores nationwide, and at select grocery, convenience, health food and bike
 stores. Consumers should visit or call (877)-FRS-4YOU
 for a free trial offer of FRS products and to locate stores. Also, all FRS
 products are available on the company's web site for convenient home
     About Cutwater
     Launched in 2007 by Chuck McBride and Brad Harrington, Cutwater is a
 new San Francisco-based advertising company that creates iconic brand
 stories inspired by the intersection of design, interactive and advertising
 for companies such as Jeep, Motorola, Ray-Ban, Persol, Fox Sports and
 Seagate/Maxtor. Cutwater is an Omnicom Group Inc. Company.

SOURCE The FRS Company