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."