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Creative from Arnold Communications, Boston, will introduce Ocean Spray Cranberries' Wellfleet Farms juice line, a $20 million introduction targeted to health-conscious consumers looking for "new and different distinctive tastes."

Campbell Mithun Esty, Minneapolis, handles new products for the marketer, while Arnold has existing lines. Both shops presented ideas for this campaign.

"In this case, we looked at creative from both, and Arnold's was the creative we used," said an Ocean Spray spokesman. "It wasn't anything unusual. We utilize the resources we have."

The initial 30-second spot, for a flavor called Cranberry & Georgia Peach, is slated to break the week of Sept. 7.

A free-standing insert supporting the brand appeared Aug. 2 in Sunday newspapers.


Using the theme, "We only pick the best fruit," the campaign seeks to position the 100% juice line as "truly distinctive and unique in juice blends," said Barry Boehme, director of brand management for Ocean Spray.

Each of three :30s will spotlight a different flavor while seeking to build awareness of the Wellfleet Farms brand.

According to Ocean Spray, sales of 100% juice blends like Wellfleet Farms have reached $100 million at retail. Information Resources Inc. pegs the shelf-stable juice category at $3.3 billion, up 5.7% from a year ago for the 52-week period ended July 19.


The new line has four flavors-also Cranberry & Key Lime, Cranberry & Granny Smith Apple and Cranberry Juice Blend-and is sold in 64-ounce bottles.

Ocean Spray began distributing Wellfleet Farms in May, and the marketer said it has sold 1 million cases already. The marketer wanted to wait to make sure stores had adequate supply before starting broadcast ads, a spokesman said, as well as timing ads to the start of the new TV season.

"For us, it's an incredible amount of cases sold for a short time for a new product since we haven't talked about it to consumers," said Mr. Boehme.

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