Vitamin Squeeze Taps Moses

Water enhancer selects agency for branding, national launch

PHOENIX--(BUSINESS WIRE)-- Ecosentials LLC, makers of Vitamin Squeeze™, has selected Moses as the branding agency for the nationally distributed water enhancer. Moses will help launch Vitamin Squeeze in 2013 with an $8 million to $10 million marketing budget.

Moses already has redesigned the consumer packaging for the Vitamin Squeeze Liquid Water Enhancer, Vitamin Squeeze Powder Water Enhancer, Powder Bursts and Energy Bursts product lines. Moses also will handle national public relations and social media.

“We have success with emerging brands. Most of our clients are outspent by their competition. Our job, and one of the reasons they selected us against other national agencies, is we’re going to outsmart them and we’re going to be more creative,” said Louie Moses, President and Creative Director at Phoenix-based Moses.

Vitamin Squeeze is available at Safeway, Albertsons, Bashas’, Vons, Tom Thumb, Dominick’s and other national retailers. When added to water, Vitamin Squeeze offers a delicious taste and a super concentrated formula where the consumer controls the flavor. What it does not contain are calories, carbs or sugar.

Bill McKay, the company’s founder and chief executive officer, is a longtime consumer packaged goods executive. He has been issued more than 10 patents, and has worked with many of the nation’s largest brands. Developing life-changing household products came naturally; he is the son of Nicholas McKay, Sr., inventor of the lint roller.

“Moses helped us cut through the clutter and flush out the core essence of our brands. Retailers are telling us that we have a game-changing innovative platform and Moses helped us understand our target consumer to create a laser-focused brand strategy,” McKay said. “We are excited to work together to deliver value to our retail partners and provide a better and healthier way for consumers to hydrate.”

Vitamin Squeeze is a natural fit with Moses. The agency has a long track record of working with consumer brands from US Airways and Grand Canyon University to video games and the Nintendo Wii. Current clients include Papa Murphy’s Take ‘N’ Bake Pizza, Fender Musical Instruments Corp., the Arizona Office of Tourism, the Arizona Department of Health Services and Shutters Hotel on the Beach.

Louie Moses has won six Clio awards and is a member of the Art Director’s Club of New York. The agency is a wholly owned subsidiary of no one. It’s an integrated marketing and advertising agency with a national reputation for outstanding creative. The agency has been spotlighted by Fast Company, Adweek, Ad Age, the New York Times and Creativity, and Communication Arts magazine called the agency “the most creatively awarded agency in the Southwest.”

Chris Fiscus, 602-254-7312

Source: Moses