Ocean Spray repositions Wellfleet

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Ocean Spray Cranberries said it is repositioning its 9-month-old Wellfleet Farms 100% juice line with a new name, Ocean Spray Premium 100% Juices, and two new flavors. New packaging will be in markets in October. The juice will be backed by an "intensive" advertising, public relations and promotions campaign, the company said. Wellfleet Farms was backed with $14.2 million in measured media last year, according to Competitive Media Reporting. Arnold Communications, Boston, handles.

Copyright May 1999, Crain Communications Inc.

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