Odwalla Begins Search

Odwalla Inc., which was purchased in December by the Coca-Cola Co., is conducting an agency search to handle its Odwalla juice line and Fresh Sam antha brand, sources said.

Donna Shields, a representative of Coke’s Minute Maid division in Houston, confirmed that an agency search is under way, but could not say if it includes all Odwalla brands or just Fresh Samantha.

She would not elaborate on what stage the search is in, but said roster and nonroster agencies would be considered. “The field is open at this point,” Shields said.

Odwalla reports through Min -ute Maid, whose brand manager, Mike Duffy, is supervising the process.

Before Coke bought Odwalla, the Fresh Samantha line was handled by Dweck! in New York. That shop closed in June 2001.

Odwalla and Fresh Samantha media-spending figures for 2000 and 2001 were unavailable. In 1999, Fresh Sam antha spent less than $500,000 in measured media, according to CMR.

Current Minute Maid roster shops include Berlin Cam eron/Red Cell in New York, which handles Minute Maid sodas, and Doner in Southfield, Mich., which handles Minute Maid juices and the Simply Orange brand.

Executives at those agencies declined comment.

In addition to its juices, Half Moon Bay, Calif.-based Odwalla’s products include spring water, organic milk and nutrition bars, which are sold primarily in health-food stores on the East and West coasts.