Apple & Eve Takes Direct Aim at Ocean Spray

Juicer’s First Ads From Gearon Hoffman Play Up All-Natural Angle
BOSTON–Gearon Hoffman’s initial branding work for Apple & Eve’s all-natural juices plays like a cross between Chiffon margarine’s 70’s-era “Mother Nature” ads and Alfred Hitchcock’s The Birds.
A 30-second TV spot features a woman in a flowing dress who plays with birds in a lush garden. Her feathered friends quickly morph into kids, their sweet song dissolving into shrill cries of “Mom! Mom!” as the youngsters demand juice.
The execution goes on to name competitor Ocean Spray Cranberries, a voiceover noting that Apple & Eve’s cranberry blend is 100 percent juice while Ocean Spray Cranberry Juice Cocktail contains 27 percent.