Veryfine Teams With Modernista!

Veryfine’s selection last week of Modernista! as its lead creative agency signals the juice maker’s desire to aggressively market its Fruit20 brand—and gives the two-year-old Boston shop its first beverage account.

Veryfine spending through Modernista! is estimated in the $6-10 million range for the first year.

Veryfine also sel ected Marketing Solutions and Laforce + Stevens, both in New York, to handle media buying and public relations chores, respectively.

Modernista!, which has been named Adweek’s New England Agency of the Year for 2001 (See story on page 24), will craft an integrated campaign that includes print, radio and outdoor executions for the Fruit20 line of naturally flavored spring water.