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.
Horner worked with Ocean Spray during the 1980s as an account executive at the former Kenyon & Eckhardt, he said. When Maguire and Flannigan worked out the details with Ocean Spray to relaunch Mauna La'i Tropicals, Clarke Goward was awarded the assignment without a review. Maguire is a former product manager at Ocean Spray and launched the Mauna La'i Tropicals line in 1986, although in recent years the brand has been dormant. Arnold Communications in Boston handles advertising for Ocean Spray.
Maguire said he chose Clarke Goward because of the agency's "sound strategic thinking and outstanding creative capabilities, [which] fit perfectly with our investment plans to build the Mauna La'i brand franchise. Back in the late 80's, the brand was developed and advertised, but that really stopped about five years ago. We really need to get back into the mind of consumers." The audience targeted will be what Horner called "typical juice drinkers": educated people with incomes slightly higher than the norm. A national sweepstakes will kick off in the next two months, Horner said, followed by broadcast ads in April or May.
"The thing that's nice about this brand is that the product ingredients all come from Hawaii and the Pacific Northwest," Horner said. "Our goal is to capture the magic of the tropics. I think we'll just have to tell the truth [about the ingredients], and the brand will sell itself."