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Boston Shop Hired To Relaunch Mauna La’i Juices
BOSTON–Clarke Goward tasted success last week, landing the assignment to reintroduce the Ocean Spray Mauna La’i Tropical line of juice drinks. Agency president Jud Horner estimated billings at $2.5 million.
Ocean Spray Cranberries in Lakeville, Mass., agreed to spin off the brand into a separate entity three months ago. Former Ocean Spray executives Kevin Maguire and Joseph Flannigan head the new company in Braintree, Mass. The juice drinks are manufactured and distributed by Ocean Spray, whose logo will continue to appear on the product for an indefinite period of time, said Maguire, president of Mauna La’i Tropicals.
In addition to creating the brand’s new logo and packaging, the Boston shop will create print and broadcast ads and handle media placement for Mauna La’i Tropicals’ three flavors: Island Guava, Mango-Mango and Paradise Passion.
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