The ‘Juice Guys’ To Increase Ad Spending

Ocean Spray Cranberries last week bought a stake in Nantucket Allserve. Terms of the deal were not disclosed.
Industry observers believe the investment will give Ocean Spray access to a younger market while increasing Nantucket Allserve’s distribution. The deal will also allow Nantucket Allserve, which projects 1997 revenues of $45 million, to continue to operate as a privately held entity.
The investment will also result in an increase in promotional activity by Nantucket Allserve, including more advertising in mediums other than radio and greater involvement in events and sports sponsorships, said Nantucket Allserve public relations director Wink Mleczko.
What will not change is the way Nantucket Allserve founders–“juice guys” Tom Scott and Tom First– promote Nantucket Nectars.
“Tom and Tom have a recipe for success. We have no intention of fiddling with that formula,” said Ocean Spray chief executive officer Tom Bullock in a prepared statement.
Ads for Cambridge, Mass.-based Nantucket Allserve are created by a small in-house staff. The two Toms get together in a room and talk unscripted and unrehearsed for an hour or two. A production manager then edits the conversation down. “They very much just shoot from the hip,” Mlezcko said.
The juice company currently places its signature radio spots in 15 markets around the country. That will be expanded to about 30 markets, Mleczko said.
Nantucket Allserve also sponsors a number of road races, including one held in Falmouth, Mass., as well as one-of-kind special events such as the Nantucket Film Festival. To date, most sponsorship activity has resulted in only local market exposure.
Boston-based Arnold Communications handles advertising for Lakeville, Mass.-based Ocean Spray, which reported revenues of $1.4 billion in 1996. The deal marks the first time 67-year-old company has invested in another entity.