HSK Distributors is looking for an agency to create a &£3m marketing campaign to support the caffeinated mineral water brand Water Joe.
The Bradford-based company was appointed as exclusive UK distributor for Water Joe last August (MW September 4). The brand – well established in the US and Germany – is positioned as a no-calorie, no-sugar, functional energy drink “without the sticky sweetness of cola or energy drinks”.
The product is listed at around 2,000 UK independent outlets and HSK Distributors is in talks with several multiples.
HSK Distributors sales and marketing director Steve Kahn says the company wants to develop a marketing programme that will encompass television, direct marketing and a sports partnership. It will carry out buying and planning in house.
Water Joe was launched in the US in 1995 and is available in North America in Wal-Mart and other large retailers. Salitos Beverages in Germany holds the European rights is and the brand is also backed by the Miller Beer Group.
HSK Distributors hopes to take on established energy drinks, such as Red Bull, and take advantage of the rising trend for functional bottled water.
GlaxoSmithKline launched the brand extension Lucozade Sport Hydro Active in May last year and Danone Waters is believed to be preparing a product called Volvic Revive (MW April 1).