Glaceau Vitamin Water Lands at Berlin Cameron

Energy Brands Property Grew 150% From '05 to '06

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NEW YORK ( -- Glaceau Vitamin Water has handed its advertising account to WPP Group's Berlin Cameron, according to a host of agency executives. The Energy Brands company admits to talking with several agencies, but "no one's been selected yet," said Nina Fiddian-Green, director-marketing communications for Glaceau.

Berlin Cameron declined to comment.

Met with a number of shops
Executives familiar with the marketer said that the flavored-water company also met with Interpublic Group of Cos.' Mullen and Martin Agency; Publicis Groupe's Fallon, Droga5 and Publicis, as well as Havas' Arnold. Glaceau handled the meetings without help from a consultant and has been looking into both creative and media solutions.

TNS Media Intelligence puts the company's spending in the first three quarters of 2006 at about $5 million -- most of it focused on magazines and the internet. A study by Information Resources Inc. claims Vitamin Water experienced 150% growth from July 2005 to July 2006. The same study ranks the Whitestone, N.Y.-based brand the No. 5 bottled water after Aquafina, Dasani, Propel and Poland Spring.

Over the past year the company has teamed up with Kelly Clarkson, X Games motocross star Kenny Bartram, Nascar driver Kasey Kahne and the Daytime Emmys. In August, India-based Tata Group invested $677 million into Glaceau and received a 30% stake in the company.

Spending bump expected
One executive with knowledge of the Glaceau's talks with agencies said it is looking to ramp up spending in 2007 and that it is planning its first TV spots in the coming months.

In the past, Glaceau has worked with various boutique shops on a project-by-project basis.
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