CAMBRIDGE, MA: Offbeat beverage maker Nantucket Nectars has signed on PAN Communications to handle a range of media relations and other PR assignments.
While spending levels are still being determined, PAN will start by assigning four people to the account. Its first assignment is providing PR support for the launch of a line of special summer flavors for Nantucket Nectars.
The agency plans to stress the quality and naturalness of Nantucket Nectars' offerings, said AnneMarie Mathews, senior account manager of the Andover, MA-based agency.
Nantucket Nectars was recently purchased by international food and beverage giant Cadbury Schweppes, but is maintaining autonomous PR and marketing functions, said Jeff Bucalo, marketing director.
While Nantucket Nectars hadn't used an outside agency in recent years, Bucalo said he felt he needed additional PR help to gain consumer and mediaattention in the increasingly crowded juice and new-age beverage categories.
The new summer line of beverages is the company's first since 1999. It plans another new product launch later this year, which PAN will also support.
Nantucket Nectars was founded in 1990 by two entrepreneurs, both named Tom, who quickly became known in beverage marketing circles as "Tom and Tom, the juice guys."
The company now has a charitable operation called Juice Guys Care, which raises funds for nonprofits. Bucalo said PAN will also help bring attention to that philanthropic operation to highlight the company's social involvement.