Or at least, it’s trying to be. In a bid to regain relevance, parent company Harvest Hill Beverage Company—which also owns brands Juicy Juice, Little Hug, Daily’s Cocktails, and Nutrament—has appointed Goodby Silverstein & Partners as its first-ever creative agency of record.

Goodby will help define brand strategy across the company’s portfolio while leading omnichannel creative development. The agency will work in tandem with fellow Omnicom agency, UM, on the media side. 

Neither party specified the length of the contract, but Goodby CEO Sarah Thompson told ADWEEK it’s a “long-term AOR agreement.”