Ocean Spray has launched a new creative campaign unleashing the power of the cranberry. The ad uses custom animation to evoke the inherent power of the cranberry, inspired by farmers, science, and history of North America’s original superfruit.
“We’ve built a holistic media plan that will drive awareness and engagement with Millennials and Gen Xers, while also continuing to reach our current core consumers,” says Dan Hamilton, head of Ocean Spray’s Marketing Center of Excellence.
Lightning Orchard, Ocean Spray’s creative agency of record, created the What will you do with all that Power campaign. It was produced and animated by Dress Code, and features TV and digital spots with a voiceover by Bo Hudson, and music by John Also Bennett. An accompanying website highlights the benefits of the fruit.
KWG Advertising, Ocean Spray’s media AOR, leads the media planning and buying for the campaign. The creative will launch across the U.S. in Linear and Streaming TV, Facebook, TikTok, Snapchat, Programmatic Video, and YouTube.
Long-term health benefits are shared with consumers through the “power” story. Research has shown that the cranberry can help with gut health, urinary tract infection (UTI) health, heart health and so many other whole body health benefits.
The TV buy is targeted toward women between the ages of 25 and 54, while the digital buy will reach younger, multicultural consumers who align well with the brand persona.
“We are also employing purchase-based targeting to reach both lapsed and current buyers of our juice and dried fruit products,” he said.
Consumers have an overall positive perception of the cranberry and of Ocean Spray, he said, but in the moment of decision making the message aims to “force reappraisal through something unexpected and compelling, though still authentic.”
Science has discovered much more about the power of the cranberry in recent years, so Ocean Spray created an animated world to introduce the simple charm of its “cranberry power icon.”
This icon not only represents the power in the cranberry, also every person’s unlimited superpower potential.
“Its benefits are truly remarkable, and we need to build a campaign platform that will garner interest and intrigue that will have people leaning in to hear more,” Hamilton said.