A New Look for The Bombay Juice Line

Institutional marketing for juice manufacturer identifies new products and packaging.


Promoting their new aseptic packaging and complete line of juice products has been the key goal of H. R. Nicholson’s marketing. Demonstrating the state-of-art packaging features and benefits as well as consistent quality of product have put this family owned business into a niche it can capitalize on. Demonstrating to suppliers that not only is their product better tasting and packaged in a better way, they also carry a complete product line for one vendor shopping.

Serving the non-commercial juice market for the past 80+ years has given H. R. Nicholson stability and credibility. New packaging along with a complete marketing overhaul has given them a fresh and new identity to match their product’s good taste. They sell through distributors. Marketing venue is highly restricted.


Rebrand and update their image within the market and feature company’s 80 year reputation of quality product and sterling service in the juice industry. Highlight new state-of-the-art packaging and establish a look that that could be successful, outside their market, in the consumer arena .

Project Elements

Develop advertising and support materials

  • Magazine advertising
  • Sales support literature: sell sheet, pocket folder,
  • Stationery, posters and reprints for sales meetings.
  • Website design and development

Campaign created top-of-mind awareness with their distributors and end users (institutions, schools, hospitals, etc.). New sales support materials were instrumental in meeting company sales goals. Established creative that is effective for their institutional market, as well as, supermarket/consumer market.

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