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Kagome Readies U.S. Juice Intro

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BOSTON Duval Guillaume in New York said it has been tapped to handle advertising for the U.S. introduction of Kagome's blended fruit and vegetable juices.

Seattle is the first market for Kagome, with more to follow. There are seven flavors, with names such as Purple Roots and Fruits and Golden Peach Garden.

The slogan, "Live true," which appears on product packaging, will also be used in radio, outdoor and online efforts. Initial spending was not disclosed. The business was awarded without a review.

The goal is to portray the product as a healthy lifestyle choice that can help people better handle daily stress and challenges by enhancing memory and brain functionality, the shop said.

Kagome juices will be sold at Whole Foods stores and similar outlets, as well as at corporate offices, hospitals and campus cafeterias.

Tokyo-based Kagome's U.S. offices are in Foster City, Calif. The company is a major packaged-goods player in Asia but this will be its first major push into North America. It will compete in a crowded niche against established brands like V8 (which recently launched new ads), Ocean Spray and R.W. Knudsen.

Duval Guillaume, which has offices in Belgium and France as well as in New York, is a unit of Paris-based Publicis Groupe. Other clients include Doctors Without Borders, InBev, Nikon, Sara Lee and Schweppes, among others.