Ocean Spray

Campaign
Brittany Wiggins
Shannon Greeley
Taylor Faulds
Claire Bauserman
Dylan Munoz
Table of Contents
Executive Summary.................................................... 3
Situation Analysis...................................................... 6
Target Market............................................................ 7
Competitive Analysis................................................. 9
Strategy................................................................... 10
Creative Strategy..................................................... 11
Media & Executions ................................................ 13
IMC.......................................................................... 20
Scheduling............................................................... 22
Budget..................................................................... 23
Recommendations................................................... 25
Evaluation................................................................ 26
Executive Summary
Ocean Spray is fighting to stay relevant and desirable in the
mind of the consumer because despite its unique history,
as they keep up to date with the new Ocean Spray products.
The target will feel like Ocean Spray encourages them to be
unless a consumer is 45+ years old, Ocean Spray isn’t a
product that ends up in the grocery cart of many shoppers.
adventurous and try new and extraordinary activities. The
target will feel like Ocean Spray releases new and exciting
Ocean Spray may have a distinct and well established logo,
but its “Straight from the Bog” campaign has lost its spark
products with undeniable health benefits that they can use in
so many different ways.
among its fierce competitors. As a means to gain relevancy
and drive consumption of Ocean Spray food and drink Conative
products for millennials, we have created a consistent and
unique message that will change the way millennials react, Encourage the target to sample new Ocean Spray products,
use and think of Ocean Spray use coupons, find their favorite products and become repeat
purchasers. The target will incorporate Ocean Spray products
Business Objective into its everyday life, so much so that the friends and family
members of the target will notice and do the same.
During the campaign, we will generate a 5% increase in
awareness and positive affinity, as well as a 5% increase of
household penetration for Ocean Spray among Millennials Ocean Spray has a lot of great features. (The
across both food and beverages.
antioxidants, especially.) But what it all really
Advertising Objectives comes down to is the people who drink Ocean
Cognitive Spray. Because when they do, they’re making
Convince the target that Ocean Spray is not a boring, a conscious decision to drink something that’s
tired and unappealing brand, but the leader in versatile and
antioxidant-rich products; users will be excited to try and not going to slow them down. They’re taking
experiment with the multitude of Ocean Spray products. a step toward realizing their potential, and all
the extraordinary things they can do with it.
Affective
Ocean Spray will cause the target to feel trendy and healthy
Situation Analysis Situation Analysis
83%
Industry and Company History The Juice Market & Major Trends functional drinks and juices

60% of
increased 31.2% since 2016. of people
Nearly everyone knows the brand Ocean Spray, yet few When shopping for juice, consumers avoid sugars and
people realize that it’s nearly 90 years old, has been the artificial ingredients and search for added vitamins and As a result, U.S. retail sales drink fruit
most successful bottled juice brand for 30 years and is a minerals, reduced sugar and hydration attributes and flavor of juice and juice drinks
declined 4% from 2008-2013. juice, a juice drink or
cooperative. Marcus L. Urann, John Makepease and Elizabeth innovations in their juice products instead. Because of this,
Lee were the original Ocean Spray cranberry growers that green juices, limited-time offer As a matter of fact, in 2010 smoothie at least once
Across all
the number of juice drinkers
created new and innovative cranberry products in 1930 for exotic and tropical flavors, raw
dropped to 53.1% from 61.4% a week.

the world’s
Ocean Spray. Jellied cranberry sauce was the cooperative’s juices, cold-pressed juices,
channels, 13%
first product. With its release of Cran-Apple in 1963, coconut water, plant waters and continued to drop in 2016
as consumers became more The
Ocean Spray was the first company to blend juices. In the and juice smoothies capture
beverage market
mid ‘90s Ocean Spray realized that reinfusing a little bit of the attention of a majority of concerned about the high

cranberry
cranberry juice back into the cranberry hull created a tasty consumers. sugar content in juices.
will grow by 13% by
sales have
sweet and dried cranberry, more commonly known as its Enhanced water, energy However, representing 37%
branded product, Craisins. Over time, the demand for dried drinks and other functional of off-trade volume sales in 2018.
reached
34%
cranberries in supermarkets and bakeries increased all over beverages challenge this 2015, orange juice is the most

supply
the world, so in 2004 Ocean Spray decided to sell its Craisins category. popular juice option in the of
over $111
Sweetened Dried Cranberries to manufacturers of breakfast Similarly, natural and organic United States and bottled
water saw strong year-over- consumers
bars, cereals and snack foods. Later, in an attempt to expand juice are up 7% and 23%
billion, are concerned about
its product line outside the traditional juice and sauce realms, respectively and GMO-free year sales growth from

belongs to
Ocean Spray released PACt cranberry extract water in 2015. sales in shelf-stable juice are October 2014 until October
the amount of sugar in
a 0.6% up over 30% in comparison to 2015.
a year ago. All in all, consumers have juice.
Today, 750 farmers increase
76%
With the rise in organic forced the juice market to

Ocean Spray.
and natural juices, it’s no create and sell products that believe
from last surprise that the demand for have transparent ingredients,
juice
own Ocean Spray.
fresh juices and drinks saw are all natural, are functional

year. and smoothies to be

growth of 33.5% in 2015 and in nature and lead to a
that refrigerated probiotic perception of health and
wellness. healthy.
Situation Analysis
Ocean Spray U.S. Market Shares
70 Fresh Cranberries
70 Cranberry Sauce
80 Dried Cranberries
60 Cranberry Juice
Product Evaluation
Ocean Spray is one of the largest juice brands on the
market, bringing dozens of different products such as
juice, cranberries and sauces to consumers. Due to the
competitiveness of the juice market, Ocean Spray has
released a wide variety of beverages that combine cranberries
with other fruits like pomegranates, grapes, and apples
in an attempt to stay relevant and unique. Regardless of
Ocean Spray’s well established and trustworthy brand image,
most consumers see relatively no differentiation between
Ocean Spray and other juice brands. Because Ocean Spray’s
products don’t stand out among the sea of other juice brands,
consumers consider Ocean Spray to be boring, tired and
unappealing. Most consumers either buy other brands or
don’t buy the product category at all if Ocean Spray products
are unavailable. In fact, very few consumers search for the
brand elsewhere or wait for it to be in-stock.
Almost 60% of consumers
have no preference for
Ocean Spray over any
other juice or fruit brands.
Target Market
Demographics Psychographics & Lifestyle
Older Millennials know what they want and do not want
Male and female millennials, ages 18-35 to venture out to discover new brands or flavors. Younger
Millennials are very health focused, but have less disposable
• One of the largest target markets at about 79.8 million income. 30% choose to live at home due to financial reasons,
• Many members of this group are just starting their career so this has a large effect on buying power in their household.
lives Both older and younger Millennials choose to search for
• Average income: $60,000 per year coupons prior to making buying decisions. Two thirds of
• The majority plan on getting married later in life as Millennials say that they will switch brands if they are offered
opposed to earlier generations a discount of 30% or more.
79.8
average Millennial Juice Perceptions
• Healthier than soda
income:
• 1 in 5 think juice has too much sugar to be healthy
million
• 31% think smoothies and smoothie-type drinks are a good
meal substitute
$60,000 • Juice is seen as a breakfast and holiday staple
Processed juice is not as healthy as fresh foods
•
Media Consumption
•
•
45% good substitute for soda
30% still healthy even with sugar
Millennials often turn to social networks when making
purchase decisions, so brands without a heavy online
•
•
36% smoothies are a good meal replacement
31% staple breakfast drink
presence are less likely to be in the evoked set of Millennials.
Millennials want to interact with the products they use, so it’s
•
•
24% store brand is as good as name brand juice
21% too much sugar to be healthy
important for brands to develop an online voice. Convenience
is also a big factor for them. While grocery shopping, their
• 22% juice cleanse diets are a healthy way to lose weight
patience may wear thin because many are not willing to go
out of their way for products.
Target Market
User Satisfaction
• 56% of consumers have used Ocean Spray
are on their own (22-27
years old) and have either
• The greatest support comes from 45-54 year-olds
• In regards to consumer satisfaction, the majority rated
just recently finished college
or have recently moved out
Ocean Spray “good” or “average” of their parents’ homes.
These individuals typically
56% of consumers
have lower incomes without
much purchasing power and
are looking for items that
have used Ocean
will be cheap and easy to
take on the go. Stressing the
healthy benefits of Ocean
Spray.
Spray products is beneficial
for this group because they
can no longer depend on
their parents for healthy and
Target Analysis nutritious foods.
With our target market being the millennial generation,
The final millennial group
we can break up this demographic into multiple smaller
(27-35 years old) are the
subgroups due to psychographic choices and various life
oldest of the bunch and as
stages that each group falls into. The first group deals with
the younger millennial generation (18-22 years old) who are
a result established in their
careers and personal lives.
without high incomes and are often living at home or on a
college campus. With these individuals still relying on their
These individuals have started
their own families, settled into
parents and/or guardians for income, they do not have the their homes and are living
purchasing power that their guardian(s) do. Because of comfortable lives in suburban
this, advertising to this group will be carefully catered and neighborhoods.
adjusted.
The second group of millennials feature consumers who
Competitive Analysis
1. Dependant Direct Competitors
Dole Food Company
Simply Beverages
Simply Beverages was founded in 2001 and is a brand of the
Adults Dole Food Company was founded in 1851. It’s one of the
world’s largest producers and marketers of high quality fresh
Coca-Cola Company. It has a “Fresh Taste Guarantee” because
it works closely with its growers and source its fruit from
around the world. Simply positions through its taste, health,
fruit and fresh vegetables. It’s an industry leader in many and premium sourcing with a focus on its ingredients and
of the products it sells. Dole Dippers’ positioning reflects a simplicity from nature.
younger, more affluent target audience with a promotional
partnership with the popular upscale fashion site Gilt. Dole is
Indirect Competitors
typically top-of-mind for pineapples, but is gaining a broader
Vita Coconut Water
2. On-Their-
perception of being known for fruit in general.
Tropicana Products
Coconut water is trendy, healthy, hydrating, and expensive.
Own
Tropicana Products is the world’s largest marketer and
producer of branded juices. It was founded in 1947 and is Soda
Soda is easy to obtain almost anywhere, but is unhealthy.
known for its production of orange juice. Tropicana positions
itself as a critical constituent of the breakfast menu and Coffee
promotes a nutritious and filling breakfast in an entertaining
manner. Tropicana is top of mind in the juice category and is Coffee gives caffeine, but can be unhealthy and sugary.
perceived as a premium brand by its brand loyal customers. Tea
3. Starting Naked Juice
Naked Juice is an American brand that produces juices and
Tea sales are growing and can be healthier than coffee.
Energy drinks
Families smoothies. The company was founded in 1983 and is focused
on blending the best fruits and veggies Mother Nature has Energy drinks have caffeine, but are unnatural and
to offer into the tastiest, nutrient-iest juices it can imagine. unhealthy.
The Naked Juice brand accounts for 65.2% of the market
and positions through the taste of its beverages, the health Water
benefits of its beverages, the partnerships the company has, Water is pure & healthy, but tasteless with few nutrients.
and the eco-friendly bottles its beverages are sold in.
Strategy
Problems
1. Consumers perceive Ocean Spray to be boring, tired, and
unappealing.
2. There is a perception of juice and fruit being unhealthy
because of its sugar content and unknown health benefits.
3. Ocean Spray is perceived to be just like any other juice and
fruit brand. It has no distinguishing features and offers no
incentives to buy it over other brands.
4. Juice is seen as a breakfast staple; cranberries are seen as a
Thanksgiving staple.
5. It’s unknown that Ocean Spray cranberries are used as an
ingredient in many other products.
6. When at the grocery store, dried fruit, juices, and fresh
fruit are not always shelved in the same places.
Opportunities
1. Use popular, interactive mediums to convey relevant
messages to consumers, while positioning Ocean Spray as
an exciting product that helps the target do extraordinary
things.
2. Put health benefits on packaging (ex. Antioxidants, %
vitamins, etc.) and talk about its benefits in ads. Position
Ocean Spray as healthier and cranberries as more
beneficial than other fruits.
3. Use coupons and sampling to incentivize consumers to try
Ocean Spray. Position it as superior to other juice and fruit
brands, so that its perceived value is increased in the mind
of consumers.
4. Use cranberries and other Ocean Spray products in other
recipes and meals during all times of the year and day.
5. Co-brand with products that contain Ocean Spray Craisins.
6. Have centralized and uniform locations in grocery stores.
Creative Strategy
Current Positioning
1. Ocean Spray is a boring, tired and unappealing brand.
2. Ocean Spray’s juices and fruit products are way too
sugary and definitely not healthy.
3. Ocean Spray is just like any other juice or fruit brand.
It doesn’t make a difference to me whether I purchase
Dole, Tropicana, Simply, or Ocean Spray. I buy whatever is
cheapest.
4. Ocean Spray sells juices, which are a breakfast staple and
not consumed any other times, and cranberry products,
which are a holiday-only fruit.
5. Ocean Spray has its own brand and product line, but they
must not produce that many cranberries, because I eat
generic cranberry brands all the time in pre-packaged
snacks and vitamins.
6. Ocean Spray products are hard to find in grocery stores.
If they were easier to find and right in front of me I would
be more likely to purchase them, but I’m not going to go
searching for them.
Desired Positioning
1. Ocean Spray is an extraordinary brand and has so many
fun and different drink products. I love drinking it, it’s so
trendy.
2. I love starting my morning with Ocean Spray’s cranberry
juice and other fruit products. It makes me feel so
healthy because they are full of antioxidants. Cranberries
are the extraordinary berry!
3. With a wide-variety of flavor combinations, added health
benefits, and convenience among its products, Ocean
Spray is a superior juice and fruit brand. I feel like I can
do extraordinary things when I consume Ocean Spray
products!
4. Ocean Spray sells juices and cranberry products which
can be used in so many different recipes to create dishes
that are not specific to the holidays or mornings. I love to
consume them all throughout the day and year.Co-brand
with products that contain Ocean Spray Craisins.
5. Ocean Spray cranberries are the preferred cranberry
brand for most other products containing cranberries.
Because I bought some granola bars with Ocean Spray
cranberries in them, I was inclined to try some of Ocean
Spray’s other products.
6. Ocean Spray makes it easy to locate its products with
creative and noticeable displays and packaging that make
it stand out from other brands in the grocery store.
Creative Strategy Media & Executions

$
Ocean Spray is the brand that provides Big Idea
versatile and antioxidant-rich products through The Extraordinary Berry. Ocean Spray products are truly
extraordinary with their versatility among products, abundant
their wide assortment of cranberry-infused health benefits from antioxidants, and convenience with
offerings. The health benefits, convenience, single-serve and on-the-go bottles, as well as easy-to-use
products.
and adaptability of the brand are undeniable, The Extraordinary Berry campagin will feature the three
making Ocean Spray a staple in any millennial’s millennial segements partaking in extraordinary activities
thanks to a key benefit from Ocean Spray products that is
home. tailored to their segment. The Dependent Adults’ benefit is Owned Earned Paid Shared
versatility and the many ways Ocean Spray products can be • Social Media • Public Relations • Magazines- Print & Online • Product Reviews
Claim Support used. The On-their-Own Adults’ benefit is convenience for • The Cran Cart- Food truck • Social Media • Mobile Banner Ads • Social Media
• Ocean Spray has always been the top provider of their busy lives. The Starting a Family Adults’ benefit is health • Campaign Website • Social Influencers • Sponsored Socia Media • Sponsorships
cranberries, a product with undeniable health benefits. so that they and their families can enjoy healthy and delicious • Email • Product Reviews • Email
• Cranberries have vitamins C, E,K, and Bs, and fiber, with snacks. • Sponsorships Product reviews will be
only 45 calories per cup. Social media will generate Public Relations will be incentivized by offering

The Extraordinary
• Cranberries outrank nearly every fruit and vegetable in buzz and share relevant utilized for product launches Magazine will use relevant, coupons for leaving a review.

BERRY
disease-fighting antioxidants information. The Cran Cart
• 1 cup of whole cranberries has 8,983 antioxidant capacity. will not only create PR and
social media buzz, but will
Tone and Manner induce trial. The Website,
Exciting, fun, and fresh are the characteristics that will best and email will all directly
attract the millennial audience. These characteristics create reach the target market
the extraordinary theme that is portrayed in the campaign. through subscription or
This tone and manner will revive the previously boring, tired, search and provide additional
and unappealing brand image that Ocean Spray had. information about Ocean
Spray, their products, and the
brand.
and events that Ocean Spray
sponsors, as well as for
generating buzz about The
Cran Cart. Social media will
be earned when Ocean Spray
is mentioned in other users’
postings. Social influencers
and product reviews will
create buzz about Ocean
Spray products and their
brand as a whole.
millennial magazines both
in print and online. Mobile
banner ads will be placed on
search engines and popular
websites. Social Media posts
will be promoted throughout
the year. Email lists for the
new target audience will be
purchased to initiate email.
TV shows and events will be
sponsored by Ocean Spray.
Sharing social media posts,
both paid and unpaid, on and
off Ocean Spray pages will
spread information about
Ocean Spray and their new
branding. Advertising created
and shared by popular events
and TV shows the Ocean
Spray sponsors will increase
reach with shared media.
Media & Executions Media & Executions
DMAs Magazine
• $80,000 per full page, 4
1. Minneapolis, color ad
Minnesota • Food Network, Bon
Seattle, Washington Appetit, Healthy Living,

2
2.
Men’s Health
3. New York City, New • Twice a year- Holidays for

8 York a baked good and summer

1
for a refreshing drink

3
93%
Ann Arbor,
4
4.
Michigan of
9 7
5. Sandy Springs,
6 Georgia
San Francisco, millennials
read
6.
California

5 7. Arlington, Virginia magazines

37%
8. Cambridge,
Massachusetts of
9. Chicago, Illinois.
millennials
read digital
magazines
Media & Executions Media & Executions
Mobile/Desktop Social Media
• Banner Ads • Sponsored ads themed for
• Search engines and different times of the year
popular websites • Facebook, Twitter,
• All year Instagram, & Pinterest

25%
• All year
of

5.4
millennials
spend more
than 5 hours
a day on their hours a day
phones. on social
media
Check their
phones 66%
43
times a day
embrace
brands on
social media
Media & Executions
Email, Webiste
• Monthly email
Subscription- Cran Club
• Share recipes, coupons,
and product information
• Campaign website
• Coupons, recipes, follow
the Cran Cart, & upcoming
information
Email is
coming
Media & Executions
In-Store
• Shelf talkers- giant to
signal location on shelves
of extraordinary activities
such as rock climbing the
shelves
• Floor Stickers- leading
down aisle
• Cran Central Station-
vending machine that
gives samples of products
and directs consumers to
shelf location.

back as the
• POP Display- Incorporates
recipes and the needed
main way to ingredients in one
convenient location
communicate.
In-store

5
Millennials displays
will change
regularly
use to keep
screens interest.
IMC
Sponsorship
• Social Influencers of food
and health- YouTube and
Instagram (chefs, doctors,
etc.)
• Partner with food blogs-
Tasty & The Food Network
• Sponsor cooking show
IMC
OOH
• The Cran Cart
• Give away trial sizes of
Ocean Spray products
• Sell seasonal cranberry
snacks and drinks
• Social Media sensation
• Design based of DMA

47%
episodes- Chopped &
Cutthroat Kitchen
of
59% of
millennials millennials
cook with have eaten
their phone or from a food
tablet truck.
76% of
millennials
follow brands
$2.7
billion
on YouTube. industy
Scheduling Budget
Media Schedule: 2018-2019
June July Aug Sept Oct Nov Dec Jan Feb March April May
Print
Email/
Website
5.0% 5.0%
Social 5.0%
Media
Mobile
IMC
In-Store

Heaviest Breakdown occur throughout the year, cranberry sales--and during

Email/website, social
media, and mobile/desktop
Moderate advertising will be continuous
throughout the year.
Lightest IMC includes our
sponorships with cooking
shows, social influencers,
blogs, and our viral food
truck. These tactics will
but will not be as heavy in
advertising.
Print and in-store will be
pulsing throughout the year.
Although efforts will be
continued throughout the
entire year, heavy-up times
will be during the holiday
season--taking advantage
of an already busy time for
the summer months--not only
becasue it is the beginning of
our campaign cycle, but also
to take advantage of many
extraordinary activities as
well as the chance to position
cranberries as a refreshing
summer snack or drink.
Budget
$10 Million
• Campaign App- similar to
mobile version of website,
but allow VR use, scanable
2.5%
coupons, and shopping list
creation from Ocean Spray
recipes.
• VR in-store capabilities-
when activated consumers
can follow skier, scuba
diver, etc. to Ocean Spray
products in store.
• Additional sponsorship-
extraordinary activities i.e.
surfing competitions etc.
• More desktop banner ads
Recommendations
Product and Packaging Recommendations Ocean Spray dash button will also aid Ocean Spray’s brand
To offer more versatility and convenience to consumers, we recognition because every time consumers push the dash
recommend selling a make your own mix-and-match Ocean button they aren’t pushing for more cranberry products; they
Spray six pack. Consumers will be able to select their six are pushing for more Ocean Spray cranberry products.
2.5%
favorite single serve Ocean Spray flavors and build their own
5.0% six pack. Doing so will induce trial of the unique Ocean Spray
flavors. Additionally, we recommend repackaging the Ocean
Spray bottles so that they are eco-friendly. 59% of millennials
say they look for beverages in packaging that is made with
renewable materials and 74% of millennials agree that
beverages with healthier ingredients should use packaging
materials that are healthier too. Changing the way Ocean
Spray products are packaged will only benefit Ocean Spray’s
image.
Philanthropy Recommendations
More than 50% of millennials make an effort to buy
products from companies that support the causes they care
about. In an effort to show its support of health and fitness
and gain a stronger millennial audience, we recommend that
Ocean Spray supports the ending of childhood obesity.
In-store Recommendations
Because Ocean Spray’s products are often not in the same
Ecommerce Recommendations place in every grocery store, we recommend that Ocean Spray
To encourage the repurchasing of Ocean Spray products and has strict requirements for the placement of its products. All
increase the convenience of buying Ocean Spray products, Ocean Spray juices should be placed in the juice aisle. All
we recommend that Ocean Spray launches an Amazon dash Ocean Spray Craisins should be placed by all other dried fruit.
button. Consumers will be able to select which Ocean Spray All Ocean Spray fresh cranberries should be placed in the
products they wish to receive when they push the button. An produce section.
Evaluation
Evaluation
• Google analytics will be used to track the effectiveness of
search word and online display advertising.
• Hootsuite will allow for Ocean Spray to monitor what
millennials are saying about the brand and its products
over all social media channels.
• Conduct surveys and focus groups to measure brand
perceptions and in-store experience.
• Monitor and compare sales of Ocean Spray products with
the sales from prior years.

The Extraordinary
BERRY