Daily Brief:
- Ocean Spray Cranberries Inc. on Monday (June 10) announced a latest masterbrand campaign and tagline, “Just Add Cran,” that can support all future creative work, per details shared with Marketing Dive.
- Developed with agency Orchard Creative, the hassle kicks off with three ad spots featuring a latest farmer-inspired brand character, Johnny, the “straight-shooter cousin” of the long-lasting farmer duo featured in Ocean Spray ads from 2008 to 2018.
- Initial ads for the campaign will air across streaming TV from June 10 to Aug. 4 and be supported with a combination of online video, display banners and social media. The move follows Ocean Spray’s first major brand overhaul in over twenty years earlier this 12 months.
Ocean Spray has unveiled a latest tagline and campaign unifying its future creative in “Just Add Cran.” The effort could help amplify the marketer’s first identity refresh in over 20 years because it looks to highlight a “wildly unusual” approach to culture, creative and connecting with consumers.
The brand’s latest ads promote its juice blends, Craisins dried cranberries and Zero Sugar Cranberry Juice Drink, an offering that launched in October and sees Ocean Spray joining other beverage brands which have looked to grow share within the trending better-for-you category. The ads also introduce Johnny, who is supposed to personify the brand’s New England roots and the “grit of the farmer-owners who serve because the core of the brand.” The character is also an extension of the long-lasting two farmers who were often shown in past Ocean Spray ads.
Three 15-second spots serve because the kickoff of the brand new campaign. The first, “Dating,” chronicles a fictitious dating show wherein Johnny pitches Craisins as the right pairing. Another spot, “Diner,” presents the brand’s Zero Sugar Cranberry Juice Drink to a diner-goer searching for a healthier option. A final spot, “Video Call,” sees Johnny join a virtual meeting to dole out Ocean Spray beverages including Cran x Mango and Cran x Pineapple.
The ads notably mark an evolution for one among Ocean Spray’s hottest visual assets, the cranberry bogs. While past creative was centered around bringing viewers to the cranberry bathroom, the brand new work brings the bathroom to people in a real-life setting for the primary time. The reveal of Johnny as a brand character within the creative also serves to introduce a “latest icon for the following generation” while continuing to highlight Ocean Spray’s co-op owners, said Monisha Dabek, senior vice chairman and chief business officer, USA at Ocean Spray, in a press release.
The three campaign spots begin airing today and shall be amplified through a media mix spanning online video, display banners and social. Down the road, the brand will share elements of “Just Add Cran” across additional touchpoints, including in-store, per release details.
Ocean Spray’s refreshed identity and latest masterbrand campaign could help feed momentum for the brand, with past wins including a Cannes award for its 2022 “Power Your Holidays” ad. The marketer also cashed in on the ready-to-drink cocktail trend recently through a partnership with Pernod Ricard vodka brand Absolut for a line of canned vodka-cranberry cocktails. The brand overhaul from the marketer marries it with a sea of others who’ve also recently unveiled a refresh in an attempt to stay current and appeal to key cohorts like Gen Z.
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