Apple & Eve Takes Direct Aim at Ocean Spray

Juicer’s First Ads From Gearon Hoffman Play Up All-Natural Angle
BOSTON–Gearon Hoffman’s initial branding work for Apple & Eve’s all-natural juices plays like a cross between Chiffon margarine’s 70’s-era “Mother Nature” ads and Alfred Hitchcock’s The Birds.
A 30-second TV spot features a woman in a flowing dress who plays with birds in a lush garden. Her feathered friends quickly morph into kids, their sweet song dissolving into shrill cries of “Mom! Mom!” as the youngsters demand juice.
The execution goes on to name competitor Ocean Spray Cranberries, a voiceover noting that Apple & Eve’s cranberry blend is 100 percent juice while Ocean Spray Cranberry Juice Cocktail contains 27 percent.
“One hundred percent juice is different from Ocean Spray,” said agency president Bob Hoffman. Ocean Spray is named in order to drive home the point, he said.
A trio of 60-second radio spots and numerous newspaper executions are also in the mix. All ads are tagged, “A slice of paradise.”
The ad campaign breaks this week in the Northeast, Florida, Washington, D.C., and other markets where Apple & Eve is a strong seller. The effort will also help introduce the brand out West later this year. Denver, Seattle, San Francisco and Portland, Ore., may be targeted, Hoffman said.
Along with the branding campaign, with an estimated budget of $2-4 million, the Boston agency is charged with creating a separate $2 million effort for the client’s line of Sesame Street juices aimed at kids [Adweek, March 29]. Ads for those drinks will appear in the fall. Licensed from the Children’s Television Workshop in New York, the Sesame Street line includes flavors such as Elmo’s Punch and Grover’s Grape.
Overall, the Roslyn, N.Y.-based client is looking for ads to help keep its sales momentum rolling against better funded competition, Hoffman said.
Sales for privately held Apple & Eve were projected at about $62 million for fiscal 1998, a double-digit increase over the previous year, a company official said.