How Juicy Juice Is Targeting Millennial Moms

The Beverage Brand Launches a Campaign and New Look This Month, in Time for Back-to-School

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Juicy Juice's new campaign.
Juicy Juice's new campaign.

The new owners of Juicy Juice are hiking spending on the brand this year and updating its look in time for the school year.

The strategy targets a sought-after consumer: the millennial mom. In particular, Juicy Juice is going after digitally savvy moms with kids ages two to six, according to the brand.

"She's looking for authenticity," said Ilene Bergenfeld, chief marketing officer of Harvest Hill Beverage Company, a division of Brynwood Partners. Brynwood bought Juicy Juice from Nestle USA last year.

Harvest Hill's changes to the brand include a logo and site revamp, as well as a campaign kicking off Aug. 10 that will include print and digital advertising, in-store ads, free-standing inserts and social media.

The brand got just $23,100 in measured media support last year, according to Kantar Media. Brand representiatives declined to disclose spending figures this year, but said total investment in the brand has doubled from 2014 to 2015. Along with 360 Public Relations, Juicy Juice worked with Product Ventures for graphics, Source Marketing for ad creative and Brand Connections for social media.

The campaign's tagline is "goodness made juicy," with one ad reading, "the happy comes straight from the fruit."

An example of Juicy Juice's new packaging.
An example of Juicy Juice's new packaging. Credit: Juicy Juice

The packaging changes include a new logo that was modernized and made a little bigger.

Additionally, the brand toned down colors and added more fruit imagery to emphasize a "better-for-you" perception, Ms. Bergenfeld said. The millennial mom wants transparency, she added, so part of the rebrand was making the labels clean and simple.

The changes come as the brand battles negative sales trends. Juicy Juice's sales fell 10% to $244 million in the 52 weeks ending July 12, according to IRI, a Chicago-based market research firm.

So how will Juicy Juice reclaim momentum?

"By getting the brand right, engaging consumers and being relevant to the millennial mom, we're very confident our shares will grow," Ms. Bergenfeld said. "We have a lot of confidence. It's a brand that's been around for 40 years and has a lot of equity."

Juicy Juice is also adding a new product: Juicy Juice Splashers, drink pouches with reduced sugar content that will address "moms' concerns about sugar without compromising on flavor kids love," according to the brand. Additionally, the core Juicy Juice line of juices will get four new flavors: strawberry watermelon, passion dragonfruit, peach apple and cranberry apple.

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