Toronto-based Eaux Vives Water Inc. has chosen Zig as its agency for the Eska bottled water brand.
Simon Lester, president and CEO of Eaux Vives Water, says the company approached Zig directly and did not conduct a formal review for the account.
“Their reputation precedes them, and in our opinion there aren’t too many agencies in Toronto that have the track record of successful creativity that they’ve demonstrated,” says Lester.
The company launched Eska in Quebec last year. The water is derived from a glacial source in the northern part of the province. While Eaux Vives worked with Taxi Montreal to develop television, print, outdoor and online advertising in 2007, Lester says his company was looking to partner with a Toronto agency as it ramps up marketing activity and expands the brand to other markets.
“We did some terrific work with Taxi Montreal, but the challenge in 2008 is to build the brand beyond Quebec,” says Lester. “We felt strongly that we wanted a Toronto-based agency.”
Lester adds that the creative will focus on the product story surrounding Eska and its natural source.
“The water market has become so commoditized and you see endless cases of cheap water sold in supermarkets,” he says. “We think the water market should be about telling, like the Europeans do, true product stories that actually reflect the source of the water and unique characteristics of each water.”
Zig’s first campaign for Eska is expected to debut this spring.
