Ocean Spray Cranberries, Inc. has debuted a brand refresh.
Eliza Sadler, head of brand elevation, Ocean Spray, worked closely with Stone Strategy & Design to build a new brand strategy and visual identity with an updated logo, typography, photography and packaging.
"In terms of our new look, we have started paid social promotion around our new label designs — which will also be evident in all our new creative campaigns," Sadler told Agency Daily.
"We needed to unleash and fully leverage our equity strengths and iconic history in a more fresh, uniquely ownable way to differentiate from the competition, while resonating with a new generation of consumers."
Ocean Spray is targeting millennials to older Gen Z audiences.
The thrust of the brand refresh is to be "wildly uncommon," which reflects the uncommon nature of the cranberry, as well as the company's growers and co-op owners. Ocean Spray is owned by 700 cranberry growers across the United States, Canada and Chile.
The visual revamp dovetailed with the launch of new products, such as Chocolate Dipped Cranberry Bites, the brand's first Zero Sugar beverage and the rollout of the limited-edition Cran x Dragon Fruit blend.
Ocean Spray is also shaking things up with Absolut Vodka, which officially introduces the Absolut and Ocean Spray Vodka Cranberry cocktail in a ready-to-drink in mid-January.
Stone Strategy’s client work also includes Laird, Carbe Diem, Yasso and Nova Chocolate.