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REPEAT/ Tom and Tom's Grandmothers, National Promotion Support Squeezed Nectars Launch.

CAMBRIDGE, Mass.--(BUSINESS WIRE)--June 29, 1999--

Nantucket Nectars has announced the launch of an all-new line of not from concentrate lemonades. Like all Nantucket Nectars, Squeezed Nectars are pasteurized and all natural, with no artificial colors, flavors or preservatives. The ingredients are lemons, water, and pure cane sugar.

There are five flavors--lemonade, cranberry lemonade, mango lemonade, peach lemonade, and half lemonade and half iced tea--packaged in all-new, 17.5 oz. wide-mouth embossed bottles that look like mason jars.

Because Squeezed Nectars remind them of the lemonade they drank as kids, Tom and Tom decided to invite their grandmothers to the radio studio when they recorded Squeezed Nectars ads. Tom and Tom never use scripts for their commercials--they simply banter back and forth for a few hours, then edit the tape to create unique advertisements. The grandmothers were terrific in the studio, and undaunted by the lack of a script.

It is this freewheeling style that has allowed us to record some of the most recognizable ads on the radio, but the concept came about quite by accident. In 1994, Nantucket Nectars was struggling financially, and the week they were to prepare a script for the initial recording, Tom and Tom learned they had lost $150,000 that month. They were too worried to come up with a script, so they did without. The ad won that year's Mercury Award for Narrative Advertisement. This same technique was employed for the Squeezed Nectars ads, only this time Tom and Tom spoke with their grandmothers about a variety of subjects, including how lemonade was made decades ago.

Tom First's grandmother, Mrs. Beatrice First, was born in Boston, Mass., and grew up in Roxbury and Cambridge. She is 88 years old, and will be a great grandmother for the first time when Tom and Kristan First's baby is born in October. Tom Scott's grandmother, Mrs. Dorothy Lundberg, was born in New York City and now lives in Washington, DC.

To further support the Squeezed Nectars launch, Nantucket Nectars and Trans World Entertainment (TWE), the largest music retailer in the country, have announced a national promotion. Through the promotion, consumers will be able to redeem five Squeezed Nectars purple bottlecaps to receive $2.50 off their next compact disc purchase at participating TWE retail stores. Participating stores include Coconuts, Camelot Music, Record Town, Spec's, Strawberries and The Wall. The CD's must be priced at $14.99 and up, and the limit is one rebate per customer. The promotion began June 20, 1999 and ends July 31, 1999. A national radio campaign and custom point of purchase materials will support the promotion. Specific TWE store locations can be found on our website at www.juiceguys.com.

Please contact Public Relations Director Eric Schaecher at 617-868-3600, ext. 320 or erics@juiceguys.com for more information. Our website can be found at www.juiceguys.com.
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Publication:Business Wire
Date:Jun 30, 1999
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