• by Fern Siegel , November 29, 2023

BlueTriton Brands named Game Seven, the creative, social, and experiential marketing arm of Excel Sports Management, its social and digital agency of record. It's the first agency to hold this post.

There was a competitive pitch for the business.

BlueTriton's beverage line includes Deer Park, Poland Spring, Pure Life and Saratoga Spring Water.

Game Seven remit is social and digital planning. The agency will also create online content to elevate brand identities.

“There is a massive opportunity for BlueTriton Brands and their portfolio of beverages to reach consumers in unique and engaging ways through social media,” said Justin Leonard, co-founder-CEO, Game Seven. “We’re excited to tap into this niche market and showcase how water brands can be lifestyle brands.”

Since its launch in 2010, Game Seven has an eclectic client list that straddle sports and culture, including Nike, Meta, TikTok, Timberland, Oakley and Amazon. It also serves as the digital and social AOR for Spotify and House of Hoops.

“We live in a world where consumers expect more from brands and where brands need to mean more,” said Kheri Holland Tillman, CMO of BlueTriton Brands. She added the new assignment will “help our portfolio engage, differentiate and breakthrough in a crowded landscape.”

Excel Sports Management acquired Game Seven, which has offices in Brooklyn and Los Angeles, in 2022.