STAMFORD, CT: Juicy Juice has selected 360 Public Relations as its AOR to reinvigorate the 38-year-old brand and make it more appealing to Millennial moms.
The agency’s work began last week after a referral from hair care company Alberto VO5, another 360 client. VO5 is owned by private equity firm Brynwood Partners, which last year formed Harvest Hill Beverage Company and acquired Juicy Juice from Nestlé.
360 is tasked with re-launching and reinvigorating the brand. The firm will be focused on content creation, earned media, influencer relations, and event marketing, said Rob Bratskeir, EVP, creative director, and GM of 360’s New York office.
Four agency staffers led by Bratskeir are handling the account.
"This is about taking a brand that has tremendous value and has been under marketed for a number of years and reintroducing it to a new generation of consumers – in this case, moms," said Bratskeir.
Campaigns in the works include introductions of new Juicy Juice products, he added.
Juicy Juice selected 360 due to the firm’s successful re-launch of the Alberto VO5 conditioner brand in 2013, said Harvest Hill CMO Ilene Bergenfeld.
"360 demonstrated a clear understanding of what goes into a successful brand re-launch, which is job one for us," she said. "We are impressed by their knowledge of CPG retail dynamics and their experience with, and insights into, health-conscious consumers and the Millennial moms who are the core of our target."
360 is the first PR firm that Harvest Hill has hired for Juicy Juice, according to Bergenfeld.
Budget information for the account was not disclosed.
Earlier this year, performance outwear brand Charles River Apparel hired 360 as its PR and social media agency.