Juice Maker Updates Its Attitude

Outdoor, Radio Ads From Holland Mark Tout Heritage, New Products
BOSTON – “Wholesome irreverence” is how Holland Mark Martin Edmund describes its latest outdoor and radio ads for juice maker Veryfine.
Six 60-second spots breaking in Connecticut, Maine, Massachusetts, New York, Pennsylvania and elsewhere star actor Tom Poston, whose hangdog delivery lends itself to the “wholesomely irreverent” tone of the ads, said Chris Dimmock, brand supervisor at the Boston-based agency.
The effort combines a “corporate identity message with some new product news,” such as the introduction of the zero-calorie Fruit20 beverage, said Michael Brandt, director of marketing at Veryfine.
In one spot, Poston begins: “I’m determined to get back my boyish figure.