NKPR has been named PR agency of record in Canada for the L.A.-based Aquahydrate.
The bottled water brand was created in 2004, but re-launched earlier this year after actor Mark Wahlberg and singer/producer Sean “Diddy” Combs came on as investors. It is marketed as “high-performance water without the sugar and calories found in traditional sports drinks or vitamin-enhanced beverages.” According to the company, the water contains performance-grade electrolytes and trace minerals.
NKPR, which has offices in Toronto and New York, was approached by Aquahydrate president John Cochran, who is the former president of Fiji Water – a former NKPR client (the agency held the account for six years and helped launch the brand in 2005).
“I had a great experience with [NKPR],” said Cochran. “They understand what it takes to grow a brand like this, and they understand the market in Canada. They’ve got great relationships across the channels of trade and with influencers… It was an easy decision.”
NKPR will work closely with Canadian distributor Unique Foods to support national sales’ efforts. The brand is currently available at Whole Foods, GNC and Fresh & Wild.
Natasha Koifman, president of NKPR, said initial PR efforts are focusing on seeding the product in places like yoga studios. “It’s about getting health-conscious consumers to try the product and really speak to the benefits,” she said. “With social media and PR going hand in hand, it’s an opportunity for us to go directly to the consumer and drive the conversation online.”
Asked if Aquahydrate’s celebrity investors will be making appearances in Canada, Koifman said yes, but she can’t offer any details just yet.
The account win is the latest in a string of wins for NKPR, which added Zwilling, J.A. Henckels, Green Shield Canada, Basis, Rachel Roy, Boohoo.com, Anne Klein and Active for Life to its client roster this year.
