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 thinking. "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 consumer." "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 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 delivery. 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