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DiMassimo, LIME to Ready Brand for Launch

By Published on .

NEW YORK (AdAge.com) -- DiMassimo Brand Advertising and LIME, both New York, have been retained as the agencies of record for Robin, a new sports energy drink to be launched later this month by Hampton Mills.

Billings are estimated at $10 million to $15 million.

Hampton Mills is a six-month-old company with headquarters in Far Hills, N.J. VP-Marketing John Susskind said Hampton Mills was created by people with experience in food products.

The company plans to introduce a line of drinks starting with Robin.

DiMassimo will create the strategic platform for the brand, the naming architecture, its graphic identity, product design, point-of-sale materials and brand advertising.

LIME, the public relations arm of Kirshenbaum Bond & Partners, New York, will handle all non-traditional marketing, media relations, promotions, trade relations, guerrilla and event marketing.

The business was awarded without a review.

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