I joined this well-established brand in 2000, and led a small internal team responsible for all product packaging, product labels, POP, advertising, field marketing, and sales support materials.
This set of 64 oz. cartons was on of the first projects I worked on. They were created to take advantage of an opportunity to have a presence in grocery store refrigerated cases. Customers would recognize familiar elements of the brand in this larger container, including the illustrations which were customized to each flavor.
An outdoor advertising campaign was created, tapping into the local market and familiarity with the brand. This campaign also featured really fans of the product, known as "juice guys".
Four 9-pack boxes were created in response to the success of the 64 oz. carton. These boxes featured four of the top-selling Nantucket Nectars flavors for customers to buy in bulk. Product illustrations were created to feature on the package so that customers could quickly recognize what was in the box by the familiar bottle shapes.
Nantucket Nectars popular website featured information about the products, the company lore, the island store on Nantucket, promotional events, and business information.
People who enjoyed Nantucket Nectars often became super fans of the brand and it's homespun appeal. T-shirts, hats, sweatshirts and other nectar-garb were created. Products were sold on the website and through Nectars events all over the country.