All-Natural Juice Review

Fresh Samantha Selects PR Shop, Seeks Ad Agency
BOSTON-Juice maker Fresh Samantha last week tapped Warner Public Relations as its first marketing partner and is conducting an informal review of creative resources in preparation for its advertising debut.
The Scarborough, Maine, company selected the shop, headed by former Mullen executive Carin Warner, without a review. The Manchester, Mass., agency is working with the client on brand positioning and corporate public relations and has begun making plans for a radio campaign, tentatively scheduled to break in the spring or summer of next year.
Warner is in the process of interviewing small and midsized shops and creative boutiques in the Boston area. She hopes to have a creative resource on board soon and farm out media chores to a separate buying service or freelancer, she said.
Fresh Samantha chief executive Doug Levin became acquainted with Warner through another agency client, management consulting firm PI Management Resources in Wellesley, Mass., which also works with Fresh Samantha. Warner has considerable category experience, working on the Veryfine account while she headed up the public relations department at Mullen in Wenham, Mass., for more than a decade, before going solo in 1995.
Fresh Samantha produces all-natural fruit and vegetable juices as well as a line of vitamin-rich “nutritionals” and “smoothies.” Flavors run from traditional orange juice to “Raspberry Dream” and “Desperately Seeking C.” The brand is carried in grocery chains, whole-food stores and restaurants, including Au Bon Pain, Star Markets and Stop & Shop.
Fresh Samantha’s ad budget will likely be in the mid-six figures, so the media buy will have to be highly targeted, Warner said.
The privately held company competes against Veryfine and rivals such as Nantucket Nectars. Formed in 1992, Fresh Samantha has enjoyed a 240 percent increase in sales this year and expects to finish 1997 with an overall sales figure of around $7 million, Warner said. That number is expected to double in 1998, she added.