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
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 Amazon.com, GNC
stores nationwide, and at select grocery, convenience, health food and bike
stores. Consumers should visit http://www.frs.com 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
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