CA.5, the new agency launched by Archibald Williams co-founder Stuart Archibald, has teamed up with global creative and production shop HH Global to launch Wow Hydrate Protein Water in the Australian market.

CA.5 and HH Global developed a comprehensive marketing and communications strategy to support the Australian launch and accelerate the brand's growth in the market.

Archibald, said: "It’s been a thoroughly enjoyable experience working with WOW HYDRATE, HH Global and UCC distributors on the launch of this modern brand and quality product. CA.5 has bought together a global team of experienced practitioners to fast-track growth for WOW HYDRATE in the Australian market".

CA.5 is a new agency model that aims to boost customer growth through data, brand, customer journeys, creative, and technology.

Wow Hydrate Protein Water is marketed as a healthier alternative to other sports drinks, being dairy-free, sugar-free, and fat-free. The brand has previously partnered with high-profile sports teams and athletes, including Manchester United, West Ham United F.C. Women’s Team with Matilda Katrina Gorry, Castleford Tigers, and professional heavyweight boxer Tyson Fury.

The brand's Summer Fruits and Tropical 10g Protein range are not available nationally through Woolworths, thanks to UCC Distributors.