Situation:

As one of the largest independently owned juice companies in the country, Long Island-based Apple & Eve came to SmartMarketing Communications in 2000 at a time when the beverage market was not only becoming increasingly competitive with many new products entering the marketplace, but at a time when fruit juices were coming under more scrutiny. Our goal was to highlight to consumers the benefits of Apple & Eve as a healthy, pure 100% juice as opposed to other juice drink competitors, while also further branding Apple & Eve as a company that is committed to families, nutrition and wholesome, “good-for-you” products.

Smart Solution:

Since 2000, SmartMarketing Communications has conducted a myriad of marketing, promotional and public relations activities to help Apple & Eve not only stand out from the competition, but increase market share in the highly competitive beverage market. In addition to securing national trade and consumer publicity highlighting Apple & Eve and their growing product lines, SmartMarketing Communications has also created and orchestrated innovative tactics that have helped to further brand Apple & Eve as a company committed to family health.

Since 2000, SmartMarketing Communications has conducted a myriad of marketing, promotional and public relations activities to help Apple & Eve not only stand out from the competition, but increase market share in the highly competitive beverage market. In addition to securing national trade and consumer publicity highlighting Apple & Eve and their growing product lines, SmartMarketing Communications has also created and orchestrated innovative tactics that have helped to further brand Apple & Eve as a company committed to family health, including:

• Securing dozens of major national consumer and trade articles, including major business/consumer stories in The New York Times, CHILD magazine, Newsday, KIWI magazine, Long Island Parents and Children, Long Island Business News, Beverage Industry (cover story), Beverage World, Beverage Spectrum, Supermarket News, Convenience Store News and Modern Grocer
• Local market publicity reaching hundreds of thousands of consumers via targeted media activities and story placement, including development/placement of timely local community newspaper mat stories focusing on family nutrition, child health that was placed in hundreds of newspapers across the country
• Marketing and national/local publicity surrounding major Apple & Eve campaigns and sponsorships, including The Apple & Eve Newport Folk Festival (2002, 2003, 2004) and the creation of a National Talent Search to find the next big folk singer -- resulting in national and local market publicity, as well as widespread coverage in entertainment, sporting and beverage trade publications
• Launching and publicizing numerous new products on a national basis, including the successful launch of Apple & Eve Organics, WaterFruits, Apple & Eve Light & Fruitful, Apple & Eve single-serve bottles, PowerPouch juice pouches and a wide variety of new flavor/new packaging introductions
• Writing of Apple & Eve label copy, web site copy development, newsletter copy development
• Successfully announcing/publicizing Apple & Eve’s acquisition of Northland in 2005, securing national publicity in both consumer and trade outlets
• Orchestrating a major deal with national television show “The View” resulting in millions of consumer impressions per month for Apple & Eve products

Result:

Today, Apple & Eve has grown into the largest independently-owned juice company in the United States. Through our longstanding publicity efforts to generate major media coverage in both beverage trade publications and consumer/parenting/business publications, and the execution of a number of key unique programs that served as a platform to raise awareness about the benefits of Apple & Eve juices over the competition, Apple & Eve has gained a solid reputation and continues to stand out in the beverage industry as being a healthy, pure 100% fruit juice with a strong heritage. In addition, the company has gained an even stronger following among health-savvy consumers, as well as distribution channels and retail outlets, seeking out the company’s growing line of products.