Nantucket Nectars is set to introduce ads featuring consumer testimonials for its juices.
Unlike prior campaigns, which starred founders and "Juice Guys" Tom First and Tom Scott, the new $2 million effort was created from snippets of letters written by customers.
"We asked ourselves, 'Who can we talk to this year?' " said Jeff Bucalo, director of marketing at the Cambridge, Mass., company. "How about the fans?"
Print ads created in-house show product bottles surrounded by excerpts from fan letters the company has received. One, headlined "Not all habits are bad," features testimonials such as "My son, my girlfriend and I are all hooked!" and "I've been hooked on these drinks since I had my first bottle."
Another ad, urging retailers to "Wow your consumers like we do," incorporates praises such as "Wow, your juice is terrific!" and "I just tried your squeezed lemonade. Wow!"
The work will appear primarily in trade publications such as Beverage Aisle, Convenience Store News and Convenience Store Decisions. Similarly themed radio, billboard and transit messages are also in the media mix.
The campaign comes shortly after the firm's decision to scrap plans for its first television commercials [Adweek, May 6]. Nantucket Nectars has instead chosen to focus on less expensive media in order to maximize the reach of its modest budget, according to Bucalo.