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Go, Granny, Go

Use family to personalize your advertising

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This story appears in the March 2000 issue of Entrepreneur. Subscribe »

The folks at Nantucket Nectars have taken the idea of offering customers a company history lesson to heart, featuring a new generation in their chatty radio ads. The Cambridge, Massachusetts-based beverage producer has featured founders Tom First and Tom Scott, both 33, bantering in its radio spots since 1994 to give customers a real feel for the personalities at the helm of the company. Now, the founders' grandmothers are featured in a new campaign promoting Nantucket Nectars' line of lemonades.

"When we decided to make a not-from-concentrate lemonade, we wanted to make it like our grandmothers would have," says Scott. "So, it was pretty natural to bring our grandmothers into the studio."

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