Fans Speak for Nantucket Nectars

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Nantucket Nectars is set to introduce ads featuring consumer testimonials for its juices.

Unlike prior campaigns, which starred founders and “Juice Guys” Tom First and Tom Scott, the new $2 million effort was created from snippets of letters written by customers.

“We asked ourselves, ‘Who can we talk to this year?’ ” said Jeff Bucalo, director of marketing at the Cambridge, Mass., company. “How about the fans?”

Print ads created in-house show product bottles surrounded by excerpts from fan letters the company has received.





AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in