Ocean Spray may sever relationship with Arnold Communication
$35 million account under review
Source: Adweek 5/3/99

According to an article in Adweek, Ocean Spray's $35 million account with Boston based Arnold Communications is under review by executives at the co-op. This information is attributed to Adweek sources, which are not named. The reasons for this "review"  aren't specified, although the article seems to suggest that part of the reason is the failure of the We only pick the best fruit advertising campaign for Wellfleet Farms. Arnold Communications provides its clients with services ranging from strategic marketing and communications programs to advertising and public relations. It has $750 in annual billings and counts among its clients Mobil, McDonalds and Volkswagon.

Marguerite Copel, the cooperative's director of corporate communications is quoted as saying "we have had a workforce reduction and sometimes reviewing agencies is an obvious deducement (sic), but we have no plans for an agency review at this time."

The article goes on to say that Arnold was working on a replacement campaign for the failed Wellfleet Farms best fruit  advertising when Ocean Spray's director of brand development, Lynn Rotando, resigned. It was not made clear what, if anything, Mr. Rotando's leaving had to do with Arnold Communications.


 

Kevin Murphy to leave Ocean Spray
Source:
The Boston Globe

May 8, 1999: Kevin Murphy, who has been with Ocean Spray for eighteen years is leaving the cooperative. Mr. Murphy has been serving as executive vice president and chief operating officer. He is the second high level executive to announce his resignation in recent weeks. Kast month Lynn Rotando resigned as senior V.P. in charge of brand development.

 


Acquisition Central!
Source:
Beverage Industry

A May 12, 1999 headline in Beverage Industry reads Beverage makers on buying binges. Several names are missing: Number four beverage giant, Cott, and Motts, Welch's and of course Ocean Spray. There was also no mention of Ocean Spray's acquisition of Nantucket Nectars. Cranberry growers are speculating whether plans are in the works for the cooperative that dominates their industry to be added to the growing list below:

Coke  acquiring most of Cadbury's soft-drink brands outside the United States for $1.85 billion.

Cadbury  buying Hawaiian Punch from Procter & Gamble Co. for $203 million.

Coke planning to buy Cadbury's beverage lines in 120 countries.

Coke trying to buy the Orangina brand of orange soda from Paris-based Pernod Ricard SA. for $760 million.

Last year PepsiCo bought Tropicana Products Inc., the top U.S. juice company, from Seagram Co. for $3.3 billion, to compete  with Coke-owned Minute Maid.


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