OCEAN SPRAY

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.

Role: Copywriter/Strategist

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. 

Who knew a teddy bear could be so creepy. You Had No Idea (VO done by Erica Martens)

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.


2. Social

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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

15 Sec:
(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

Millennials can recharge in our signature  Lyft  cars after our experiential events (see below.) Party goers can relax, enjoy free samples and enjoy generous 40%  Lyft  discount.

Millennials can recharge in our signature Lyft cars after our experiential events (see below.) Party goers can relax, enjoy free samples and enjoy generous 40% Lyft discount.

Millennials love ride sharing and are 33.5% more likely to use  Lyft  over Uber, which might explain  Lyft’s  135% year-over-year booking increases.

Millennials love ride sharing and are 33.5% more likely to use Lyft over Uber, which might explain Lyft’s 135% year-over-year booking increases.


Retro cocktails,vintage vibes and exclusive experiences are on-trend with Millennials today. Plus, the pop-up show industry is $50+ billion in 2016.

Retro cocktails,vintage vibes and exclusive experiences are on-trend with Millennials today. Plus, the pop-up show industry is $50+ billion in 2016.

Social filter for location of speakeasies.

Social filter for location of speakeasies.

This theatrical speakeasy activation showcases a live battle between high social profile mixologists competing for the best Ocean Spray cocktail.

This theatrical speakeasy activation showcases a live battle between high social profile mixologists competing for the best Ocean Spray cocktail.


 
 
Knowing over 90% of millennials want to attend a music festival, Ocean Spray connects with 770,000+ concert-goers at major fests across the U.S.

Knowing over 90% of millennials want to attend a music festival, Ocean Spray connects with 770,000+ concert-goers at major fests across the U.S.

Plus, we will give out engaging products like mini popsicles and fierce, shareable swag (62% of millennials view companies with giveaways more favorably) that take on the “frenemy” health food.

Plus, we will give out engaging products like mini popsicles and fierce, shareable swag (62% of millennials view companies with giveaways more favorably) that take on the “frenemy” health food.

 

Just an FYI, when we thought of this,  HQ  had had ZERO branded content…Ocean Spray and  HQ  will create a traveling Trivia Truck that stops at fests, street fairs, and local celebrations nationwide.

Just an FYI, when we thought of this, HQ had had ZERO branded content…Ocean Spray and HQ will create a traveling Trivia Truck that stops at fests, street fairs, and local celebrations nationwide.

 
Millennials answer   HQ  and Ocean Spray trivia questions to win “extra lives” and sassy Ocean Spray swag; mad fun and highly shareable digital content.

Millennials answer

HQ and Ocean Spray trivia questions to win “extra lives” and sassy Ocean Spray swag; mad fun and highly shareable digital content.


5. Brand Activation Partnerships

Ocean Spray’s AMC cinema ads partner  with the predicted summer blockbuster, Jurassic Park: Fallen Kingdom.

Ocean Spray’s AMC cinema ads partner with the predicted summer blockbuster, Jurassic Park: Fallen Kingdom.

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!

 

Only at Buffalo Wild Wings: a 30 second tableside challenge

Only at Buffalo Wild Wings: a 30 second tableside challenge

Win a free drink on the hous... in 30 seconds! To win you must either:  - Sing your favorite song a capella  - Perform the macarena while maintaining a serious face.  - Then post your craziness on Instagram or Facebook using the hashtags,  #oceanspray  and  #bww  to win a free drink.

Win a free drink on the hous... in 30 seconds! To win you must either:
- Sing your favorite song a capella
- Perform the macarena while maintaining a serious face.
- Then post your craziness on Instagram or Facebook using the hashtags, #oceanspray and #bww to win a free drink.


American Airlines  is aggressively courting millennials with their new “Basic  Economy” fare, a competitive move against no-frills airlines.

American Airlines is aggressively courting millennials with their new “Basic

Economy” fare, a competitive move against no-frills airlines.

 
Millennials now choose  American  as their top airline brand, per a Harris Poll 2017. Ocean Spray will transform Basic Economy with swag (and, Craisins!).

Millennials now choose American as their top airline brand, per a Harris Poll 2017. Ocean Spray will transform Basic Economy with swag (and, Craisins!).


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.

 
A special  End-Cap:  A great way to make in-home entertaining Instagram-ready! The makings of soon-to-be signature cocktails, like a Bellini mocktail paired with brandy and champagne.

A special End-Cap: A great way to make in-home entertaining Instagram-ready! The makings of soon-to-be signature cocktails, like a Bellini mocktail paired with brandy and champagne.

Ocean Spray is “handing” out hidden cranberry facts beyond the shelf-stable juice aisle. These handy facts are strategically placed near the vodka, granola, salad fixings, trail mix, and baking sections to promote such go-together recipe connections, that ultimately help millennials realize cranberries can be both healthy and delicious in so many unexpected ways.

Ocean Spray is “handing” out hidden cranberry facts beyond the shelf-stable juice aisle. These handy facts are strategically placed near the vodka, granola, salad fixings, trail mix, and baking sections to promote such go-together recipe connections, that ultimately help millennials realize cranberries can be both healthy and delicious in so many unexpected ways.

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7. Influencer Marketing & Earned PR

Buzzfeed’s comedy series,  The Try Guy s, has amassed over 5 billion video views across 30+ platforms. Over half of all U.S. millennials visit BuzzFeed regularly.

Buzzfeed’s comedy series, The Try Guys, has amassed over 5 billion video views across 30+ platforms. Over half of all U.S. millennials visit BuzzFeed regularly.

YouTube channel, features two Millennial moms who get it wrong at times but laugh and chat talk about their experience. Imomsohard  “has grown to over 1.5 million follows across platforms and over 120 million video views.”

YouTube channel, features two Millennial moms who get it wrong at times but laugh and chat talk about their experience.Imomsohard “has grown to over 1.5 million follows across platforms and over 120 million video views.”

 
What’s Up Moms  is an online brand with millennial moms as their fastest growing segment.17 Ocean Spray will send a “bog in a cup” media kit, along with a Mocktail to guarantee coverage on the topic.

What’s Up Moms is an online brand with millennial moms as their fastest growing segment.17 Ocean Spray will send a “bog in a cup” media kit, along with a Mocktail to guarantee coverage on the topic.

69% of millennials experience FOMO.  Thrillist , an online media brand known for underground recipes and events, attracts a 60% millennial audience. Ocean Spray shares exclusive “secret” cocktails and speakeasy branded content.—————————————————————————————————————————————————————  The Knot  is the #1 wedding network reaching 80% of U.S. bride with 5.7 million visits  monthly. Ocean Spray pitches year-round “Beauty + Wellness” ideas like: cranberry  bachelorette party drinks, wedding decor, mocktails and more.

69% of millennials experience FOMO. Thrillist, an online media brand known for underground recipes and events, attracts a 60% millennial audience. Ocean Spray shares exclusive “secret” cocktails and speakeasy branded content.—————————————————————————————————————————————————————
The Knot is the #1 wedding network reaching 80% of U.S. bride with 5.7 million visits

monthly. Ocean Spray pitches year-round “Beauty + Wellness” ideas like: cranberry

bachelorette party drinks, wedding decor, mocktails and more.

A female lifestyle online community.  Refinery29  site attracts 30 million unique visitors across platforms. —————————————————————————————————————————————————————  Tipsy Bartender - The largest social media gathering of drinking enthusiasts. Known for bold and creative drinks, totaling over 500 million views on all videos, they’ll experiment with Ocean Spray product.

A female lifestyle online community. Refinery29 site attracts 30 million unique visitors across platforms.
—————————————————————————————————————————————————————
Tipsy Bartender- The largest social media gathering of drinking enthusiasts. Known for bold and creative drinks, totaling over 500 million views on all videos, they’ll experiment with Ocean Spray product.

 
 
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Jimmy Fallon , a millennial social media favorite and NBC star, supports  Red Nose Day , raising funds for  Comic Relief and childhood poverty. Ocean Spray brings Fallon to a bog with a farmer-grower and provides  cranberry red noses. A great tie-in as 70% of millennials spends more on cause-supporting brands.

Jimmy Fallon, a millennial social media favorite and NBC star, supports Red Nose Day, raising funds for
Comic Relief and childhood poverty. Ocean Spray brings Fallon to a bog with a farmer-grower and provides
cranberry red noses. A great tie-in as 70% of millennials spends more on cause-supporting brands.