Objective: Develop a marketing campaign that drives relevancy of the Ocean Spray brand for millennials across both food and beverages.
Insight: This campaign bridges the taste/health cultural tension. By satisfying millennial’s desire for food that tastes great, looks great, and (oh yeah) is actually good for you.
A 360° holistic campaign spread across social, experiential, digital, print, OOH, radio and TV.
Tagline: You Had No Idea
1. Digital Video - working on TV, Youtube and social
Got to work with an on point production team, where we spent 36 hours cramped in 450 sq ft garden apartment. Great experience. Oh, and i got to play as the ballin ass bog farmer.
Segmenting the message across all digital platforms as well as Hulu–Delivering unexpected moments.
Finding meaningful moments in ones life and playing off the irony. Millennials dig that shit, especially on social.
Snapchat Filter: celebrating the importance of Thanksgiving and the relationship we have with Ocean Spray on the last Thursday in November.
2. Radio- Pandora/Spotify
(FUNNY & QUIRKY TONE
VO of woman- read quickly.)
“Go home kale!
The idea taste and health can't be synonymous is outrageous.
Yes, I said synonymous.
Have you heard of Ocean Spray?
Of course you have.
Did you know that our cranberries are organic, non-gmo and have more fiber than kale, which taste like cardboard. Don't settle for cardboard.
Ocean Spray, You had no idea.”
4. Experiential Activations
5. Brand Activation Partnerships
Not only do 91% of millennials still attend movies, but 86% arrive early for special drinks & eats to enhance the movie going experience. AMC’s MacGuffins Bar & Lounge will showcase a buzzworthy dry-ice Ocean Spray Cranberry Mocktail, evocative of a key movie plot device: a volcano!
6. In-Store Activation
90+% of millennials still shop for groceries at a brick & mortar retailer. And, 83% of millennials admit to making impulse purchases, which are heavily influenced by in-store promotion and activations.