Ocean Spray
Digital, Experience-Focused Campaign
This campaign and materials were created as part of the American Advertising Federation’s annual national advertising competition. A team gathered research to best serve the client’s needs – to appeal to millennials.
ROLES
editorial design
production design
assitant copy-editor
NATIONAL STUDENT ADVERTISING COMPETITION TEAM
Project Managers: Sydney Giacomazzi, Camille Awbrey, Charles Dolar, Nathan Pleskoff
Media Buying Planning: Nicole Noble, Charles Dolar, Emily Sandoval, Maria Schnepf
Copywriters: Taryn Hadfield, Tayler Ekness, Lindsey Heflin, Emily Sandoval
Creative: Laurel Gieszelmann, Andrew Brand, Jenna Phipps, Jacey Arnzen, Emily Bruneel, Kara Billington, Julianne Wendt, Karley Sabo
Insight
The juice industry is populated with fresh, new ingredients and trends increasingly built on customizability.
Solution
Focus on the customizable options of the cranberry. From celebrations, to fresh salads, the burst of flavor is completely distinct to Ocean Spray. We will invite millennials to try new recipes – to enhance and share their experiences – just like the cranberry does.
Flip-through of our campaign’s plans-book. This is an editorial look-through of our research, chock-full of statistics that led us into our big concept. Ocean Spray is best at “enhancing the little things.”
Ocean Spray: Enhanced by You
Manifesto Video
Password for all videos:
NSAC18Team547
Campaign Videos
Digital video 15-30 second spots
Banner Ads
Pitch Posters
Feedback
After completing the campaign and going throughout the competition process, the judge’s felt that our campaign hit a pain-point for millennials. Ingenuity.
With a campaign slogan like “Ocean Spray: Enhanced by You,” pressure was put onto the consumer to take the brand into their own hands. With an increasingly hard to reach audience in participation, the statement felt more of a starting point to accessing a big idea. With a large majority of the campaign focusing on digital and televised spots, the client was looking for stronger experiences that sought out participation with the brand to create repeat customers. Our campaign was considered as a “one and done” experience that would have an amount of hype and then seem to fizzle out. To counter this, our media plan suggests that Ocean Spray would have year-long experience-design events to continue the history of the cranberry and it’s co-operative efforts.
