Relaunch Ocean Spray to drive sales and higher penetration. Identify a new target audience profile: 24 – 45 year old ‘Balanced Optimists’ who offered a real opportunity to grow share and ensure they understood the range of drinking opportunities and brand benefits.
An integrated campaign to give both a product and brand experience bringing to life the message that Ocean Spray and its refreshing taste helps give consumers a more colourful and uplifting day. Touchpoints included lead sponsorship of the Color Run, nationwide guerrilla sampling, large scale couponing and cross category incentives. 400k consumers engagements, 2.6m social media interactions, 16% increase in penetration and 6% volume uplift.
Client: Ocean Spray