Brooklyn-Born Water Brand 'Fred' to Start Advertising

Made Movement Is Named Agency of Record

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The land of hipsters (and apparently Drone sightings) has birthed a water brand -- and now the rest of the world gets to meet it.

Despite the sustainability criticisms of bottled water, boutique brands in the category continue to crop up. Fred, a brand of spring water whose founders are from Brooklyn, is trying to get the word out to consumers. It's just named Made Movement, the agency focused solely on American-made brands, as its agency of record.

Madewas started less than a year ago by former CP&B execs; Alex Bogusky has been advising the shop. It will produce all creative work for the water brand as it aims to target a younger, edgier demographic than existing spring-water brands. Its "pocket-friendly" refillable bottles are BPA-free and and can be upcycled into T-shirts after several uses.

"Fred is in a great position to disrupt the water category," said Dave Schiff, Made's creative director. "While other brands are trying to turn water into a spiritual elixir or a culinary experience or 'the right thing to do,' Fred is two unassuming guys from Brooklyn with a very different take. Partnering with them is a chance to do something great."

The campaign will focus on digital, social, and product innovation. The brand joins a roster that includes Seventh Generation, New Belgium Brewing and Pangea.

Said Fred in a statement: "We are excited to be working with Made Movement. Their uniquely creative approach to advertising has a way of shifting cultural paradigms and creating major buzz in the process."

Fred's marketing efforts come as various bottled-water brands are trying to cut through the clutter. The most recent example is the new celebrity backed brand AquaHydrate from Diddy and Mark Wahlberg, which claims to help athletes more than regular water due to its alkalinity and the presence of electrolytes.

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