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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.
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