Nantucket Nectars is considering traditional agencies and production companies to handle its first television campaign, slated to appear in the fall.
The Cambridge, Mass.-based beverage company is eyeing small operations in New England and New York, said Jeff Bucalo, director of marketing at Nantucket Nectars.
The client has heard “concepting ideas” from a few shops and will soon begin scheduling speculative presentations to take place over the next month, Bucalo said. A decision is expected sometime in March.
The company has spent $1-2 million annually on ads in recent years, according to CMR.
The TV campaign “is something I’ve been wanting to do for years,” said Bucalo. “Our first priority is to produce good, funny spots while getting the message of our quality products across.”
“We want to look at some outside ideas, and we need to hit a home run with the first TV spots we do,” Bucalo said.
Nantucket Nectars co-founders and radio pitchmen Tom First and Tom Scott—who call themselves the “Juice Guys” in folksy, humorous ads—will likely appear in the TV campaign.
Apart from promoting the general image of the brand, the client is also looking for the campaign to drive consumers to its Web site, www.juiceguys.com.
Once an agency is hired and ads have been produced, the push will be tested in Burlington, Vt., for several weeks in the summer. Burlington was chosen for its high vol ume of Nantucket Nectars dis tribution. The spots will be tweaked based on viewer reaction and then rolled out in key product markets, likely to include Boston, Chi cago, Denver and Washington, D.C.
Separately, new radio spots for the juice company will break in May and run through Labor Day. Those spots, along with the company’s past creative work, were generated by an in-house team.
Nantucket Nectars Seeks Agency for TV Boost
