This document provides an executive summary and marketing campaign for Ocean Spray. It identifies that Ocean Spray needs to increase brand recognition and loyalty among millennials. Research found that millennials value health and are unfamiliar with Ocean Spray. The campaign will position Ocean Spray as empowering consumers to own their lives, like Ocean Spray owns the cranberry. The campaign's big idea is for consumers to "Grab Life by the Berry" by making Ocean Spray a lifestyle. Advertising will emphasize the cranberry's health benefits and an active lifestyle to build long-term loyalty.

1. grab life by the berry
team 946

2. executive summary
01
index
2.
3.
4.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
brand problem
competitive analysis
target
the big idea
process
creative brief
traditional media (1)
traditional media (2)
streaming
social media (1)
social media (2)
experiential media
promotions
media placement
media schedule
campaign evaluation
conclusion
ife is a collection of moments. Some moments remind us that the greatest pleasures can be held within
mere seconds of time, like stepping into the sun on a warm day or receiving a smile from a stranger.The
seemingly insignificant, everyday moments are the ones that make up our life, and how we choose to
live them defines who we are. Ocean Spray inspires consumers to chase every opportunity in front of
them. By encouraging people to overcome their fears and feel confident and independent in everything they
do, we are promoting a life of happiness and self-respect.
Since 1930, Ocean Spray has been committed to combining the best ingredients to provide
consumers with healthy and nutritious products.The brand is dedicated to preserving and
utilizing the unique benefits of the cranberry through premium juices and snacks. However,
the juice market is becoming more competitive due to the growing popularity of other
brands. In order to keep up with competing brands, Ocean Spray must increase both
brand recognition and brand loyalty in order to encourage existing customers, and
its new target market, to consistently choose to return to Ocean Spray products.
We have created an integrated marketing campaign for Ocean Spray that will
inspire a healthy, active lifestyle as well as self-empowerment and confidence in our
target market.Through our advertising endeavors, we will position the Ocean Spray
brand as the most beneficial choice over competitors within the market. Promoting
positivity and empowerment through our campaign will establish brand loyalty
within the target consumer base.
By capitalizing on both a healthy and active lifestyle and Ocean Spray’s distinctive
stance on the cranberry, we are centering the brand around the idea that anyone
can own their life and take advantage of every opportunity they can. Ocean Spray
wishes to build a connection between their consumers and their products by
improving everyday life through a more active and healthy lifestyle. Ocean Spray is
a brand that celebrates every single life moment.We want consumers to feel
inspired by Ocean Spray, and in turn, become confident and self-empowered in all
that they do in their lives.
research
Since 1930, Ocean Spray has been committed to combining the best ingredients to provide
consumers with healthy and nutritious products.The brand is dedicated to preserving and
utilizing the unique benefits of the cranberry through premium juices and snacks. However,
the juice market is becoming more competitive due to the growing popularity of other
brands. In order to keep up with competing brands, Ocean Spray must increase both
brand recognition and brand loyalty in order to encourage existing customers, and
its new target market, to consistently choose to return to Ocean Spray products.
We have created an integrated marketing campaign for Ocean Spray that will
inspire a healthy, active lifestyle as well as self-empowerment and confidence in our
target market.Through our advertising endeavors, we will position the Ocean Spray
brand as the most beneficial choice over competitors within the market. Promoting
positivity and empowerment through our campaign will establish brand loyalty
within the target consumer base.
By capitalizing on both a healthy and active lifestyle and Ocean Spray’s distinctive
stance on the cranberry, we are centering the brand around the idea that anyone
can own their life and take advantage of every opportunity they can. Ocean Spray
wishes to build a connection between their consumers and their products by
improving everyday life through a more active and healthy lifestyle. Ocean Spray is
a brand that celebrates every single life moment.We want consumers to feel
inspired by Ocean Spray, and in turn, become confident and self-empowered in all
that they do in their lives.
L

3. our berry special story
WHERE WE CRAN HELP
02research
Ocean Spray’s humble beginning began with the collaboration of three cranberry growers, and
over time it has transformed into an established and well-known juice brand.The growth and
passion of the farmers proves the brand’s ongoing devotion to providing Ocean Spray customers
with the highest quality and most beneficial cranberry. In fact, Ocean Spray refers to the
cranberry as the “wonderberry” because of its many health benefits.
Now is the time for Ocean Spray to distinguish itself from its competitors by recognizing that no
other competitors own the cranberry like we do.While other juice brands associate their products
with other fruits, such as Welch’s with the grape, Mott’s with the apple, and MinuteMaid with the
orange, Ocean Spray is the only juice brand that can be quickly identified by consumers as the
“cranberry brand.” According to the survey results, 47% of survey respondents said that the word
“cranberry” comes to mind when asked what comes to mind when they hear the term “Ocean
Spray.” It is vital for our campaign to focus on the brand’s ownership of the cranberry in
order to reinforce in consumers’ minds that Ocean Spray is the only option when it comes
to producing the best cranberry products.There are no competitors in the market that
“own the cranberry” quite like Ocean Spray does. Ocean Spray is claiming ownership of
what is rightfully theirs by taking advantage of their existing hierarchy in the cranberry
industry.
Just like Ocean Spray is focusing on their best assets, we want to use this campaign to encourage
consumers to do the same. Being our best selves and capitalizing on our strengths is a large part
of life’s joyous moments.Job promotions, receiving awards and honors, and even successfully
making lasagna by scratch are all moments that transform into joyous experiences solely due to
personal skill.We will use this significant feeling of achievement and self-empowerment to
inspire consumers to choose Ocean Spray products, so that they can be empowered to take
ownership of their lives just as Ocean Spray has empowered themselves through the ownership
of the cranberry.
brand problem
There is a prominent disconnect between
millennials and the Ocean Spray brand.
Survey respondents claimed to be loyal to the
brand due to familiarity, quality, and taste.
Of our respondents...
According to the Ocean Spray brief...
however...
26%
identify as loyalists to
the Ocean Spray brand
28%
of these only purchased
Ocean Spray products on a
once-a-month basis
80% of Ocean Spray’s core
consumers are 45+ years old
Ocean Spray has been recognized as a
brand associated with an older generation
of consumers for years in part because of its
advertising focus in prior campaigns.
Because of this, Ocean Spray recognizes the
need to reach a younger generation of
consumers.

4. who are we up against
03research
in aisle outside of aisle
competitive analysis
swot analysis
strengths
• Ocean Spray has a preexisting association with cranberries in the eyes of
consumers
• Ocean Spray is passionate about their products and the process of growing
and harvesting their fruits according to statements on their website
• Ocean Spray is a family-owned company, not a large corporation like many
of its competitors
weaknesses
• Ocean Spray is a brand associated with the older generation
• Ocean Spray has little social media engagement
• Ocean Spray has very few brand loyalists
• Non-loyal consumers will choose a cheaper juice when given the
options. Of all 300 surveyed recipients, 50% said that they would try
other brands at cheaper prices
opportunities
• There are no competitors that consumers associate with the cranberry
other than Ocean Spray
• Cranberries offer unique health benefits that other fruits do not offer
• Rich heritage and history of the brand
threats
• There are numerous competitors within the category of fruit juices
and products
• Many other competitors are already more recognizable to consumers
because of the generation barrier that we must overcome
• Millennials may consider other juice brands more healthy/trendy due
to online presence and the pre-existing association with the older
generation of consumers
in aisle

5. research
understanding our target
04
objectives
Our team’s main objective through our preliminary research was to
understand how our target market make their purchasing decisions when
it comes to fruit juices and associated products.We surveyed 300
millennials ages 24-34 to ask about their food and beverage purchasing
habits and knowledge of the Ocean Spray brand.We started with their
basic juice consumption habits and became more Ocean Spray specific
further into the questionnaire. Our main mission was to understand what
made them purchase other brands over Ocean Spray and what familiarities
they had with the Ocean Spray brand.
preliminary questions
• What drinks are millennials buying now, and why?
• What juices are millennials buying now, and why?
• Do these millennials ever drink cranberry juice?
• If yes, what brand?
• If yes, when and why?
• If no, why?
• If no, any reason you might want to try
cranberry juice?
findings when asked
... what do you think of when you hear “Ocean Spray”?
47% say “cranberry”
13% related the brand to “beachy” words
... why do you purchase Ocean Spray products?
57% say “taste” and “quality”
17% say “familiarity”
6% say “health benefits”
... how often do you purchase Ocean Spray products?
35% purchase once per month
10% purchase multiple times per year
... what they thought Ocean Spray could improve upon?
asked for healthier products
with less sugar21%
28% consider themselves loyalists

6. research
understanding our target
Millennial value a balanced, health-conscious, and empowered lifestyle. According to Gabrielle Bosche, a strategist who consults with companies on how to
reach younger consumers, “Millennials are obsessed with health. Unless it’s cold pressed and organic, this generation isn’t interested in juice.”
(Washington Post) . Ocean Spray is already conscious of the health benefits surrounding their infamous cranberry and utilize its strengths in their products.
With Ocean Spray, millennials can reclaim a health-conscious, empowered lifestyle with a product that offers unique health benefits, such as Ocean Spray’s
Cranberry Juice.
research takeaways
05
1What is Ocean Spray’s problem?
Research Findings
3How is Ocean Spray’s different?
2Why do loyal drinkers love Ocean Spray?
• Even though we are top-of-mind for our
respondents, why is that not reflected in the purchase
decision?
• In what ways can we improve so that we are more
appealing to the millennial consumer?
• Ocean Spray lacks relevance among
consumers in the millennial age group
• Consumers are most likely to associate
Ocean Spray with the elderly age group
• Who are Ocean Spray’s loyal drinkers?
• What do they love about the brand?
• How can we integrate Ocean Spray’s products into
their daily lives?
• What sets Ocean Spray apart from their
competitors?
• What can Ocean Spray dominate in their category?
Research Findings Research Findings
• Ocean Spray users love the rich taste and
tropical feeling they experience when
drinking our juice
• Consumers are looking for healthier
options for their every day lives
• No other brand does the cranberry like
Ocean Spray does
• Ocean Spray can capitalize on their
ownership of the berry and the health
benefits it provides

7. researchresearch
target
jenna washington
Bio: Hi, I’m Jenna! My husband and kids
are the most important people in my life.
When I’m not working, I’m taking my kids
hiking or on adventures to National Parks.
Our favorite vacation spot so far is Cape
Cod, MA. I love yoga, taking the boat out
with my family, and The Lone Star Taco Bar!
Likes:
Ocean Spray, (brand and products)
Yoga
Zumba
Fresh Thyme
YMCA
Bahamas
Cape Cod
kelsey wang
Bio: I’m Kelsey. I love Lola (my adorable
maltipoo) and graphic design. My job is
pretty much my life, but in my free time I
volunteer at Second Harvest Food Bank of
Orange County. On the weekends, I go
spinning with my friends at SoulCycle or
bar hop (my favorite is Las Perlas in LA)!
Likes:
Ocean Spray, (brand and products)
Pilates
Running
Local Bars
Women’s Rights
keith jordan
Bio: My name’s Keith.After the greatest
four years of my life at Denver, I started
working in construction. Colorado is a great
place. I love biking at Blue Lakes Trail and
my favorite mountain to hike is La Plata
Peak with my beautiful girlfriend Addie and
my sidekick, Dusty.
Likes:
Ocean Spray, (brand and products)
Mountain climbing
Mountain biking
Hiking
Local Bars
why we chose our targets...
Jenna is a 33 year old mother living in Massachusetts
who is passionate about staying healthy and active. She
takes her kids hiking and does yoga weekly. She cares
greatly about organic foods for her children and is
precise when choosing products for her family to
consume.Jenna and her husband, Nathan, are both
college graduates who are upper middle class.They can
afford nice cars and biannual vacations. She appreciates
life’s little moments, which she experiences daily
through her loving family.Jenna is Ocean Spray’s ideal,
millennial consumer.
Kelsey is a 22 year old, artistic woman who values time
with her friends and enjoying her life while still being a
hard worker in her graphic design job.According to our
research, 25% of respondents associate cranberry juice
with cocktails or alcoholic beverages. Kelsey represents
the fun side of Ocean Spray. She enjoys Ocean Spray’s
Cranberry Juice in her cranberry vodkas because of its
quality and taste. She is a college graduate and a
middle-class citizen living in California. She does not
allow a day to go by without appreciating her life and
the joys that follows it. Kelsey is Ocean Spray’s ideal,
millennial consumer.
Keith is a 29 year old man who is passionate about
nature. He believes that staying active is an essential
part of life and his personal happiness. He, his
girlfriend, and his dog spend every weekend in the
mountains staying active and appreciating life’s smallest
moments and pleasures. Keith is a college graduate and
construction manager. His middle class lifestyle
supports his simple life with his dog. Keith is Ocean
Spray’s ideal, millennial consumer.
Boston, MA
January 5, 1985
Boston College | Ph.D. in Dentistry
Dentist at Washington Family Dental
Married to Nathan Washington
Location:
Birthday:
Education:
Employment:
Relationship Status:
Orange, CA
March 14, 1991
UCLA | B.A. in Graphic Design
Amusement Park Advertising Agency
Single
Location:
Birthday:
Education:
Employment:
Relationship Status:
Breckenridge, CO
October 26, 1989
University of Denver | B.A. in
Construction Project Management
Peak Construction Company
In a Relationship with Addie Robinson
Location:
Birthday:
Education:
Employment:
Relationship Status:
06

8. creative 07
There are special moments in life that define the way you view yourself and the world around you.
These moments can be big, like the tearful celebration after crossing the finish line first or the
overwhelming pride you feel as you reach the peak of a mountain that you believed you would never
climb.The smallest of life’s moments can be just as influential too, like getting a handwritten letter or
coming home after the perfect first date.These extraordinary moments of sheer joy follow incredible
achievements and allow you to feel on top of the world.
Our goal is to associate the Ocean Spray brand with that unparalleled, joyful experience after
accomplishing something that makes you happy and proud.We want the sweet, refreshing taste of
Ocean Spray to allow consumers to experience these blissful moments when they consume Ocean
Spray products. By putting special emphasis on the health benefits of the cranberry and emphasizing
an active, health-conscious lifestyle, we can build a brand that provides a long-term experience
rather than a short-term feeling.
Our campaign acknowledges the importance of empowerment and confidence in each and every
one of consumers’ lives.We want to make it clear that Ocean Spray is claiming ownership over the
cranberry, and if you partake in the experience of consuming Ocean Spray products, you too can
own the decisions you make in your life. By allowing consumers’ the feeling of control over their
lives, we are giving them an incredible connection to the Ocean Spray products, a connection that
couldn’t be made if they chose any of its competitors. Ocean Spray isn’t just a juice, it’s a lifestyle,
and by choosing Ocean Spray you too can “Grab Life by the Berry!”
the big idea
grab life by the berry
Spray products. By putting special emphasis on the health benefits of the cranberry and emphasizing

9. creative 08
selling the cranberry
ocean spray’s berry
The unique selling proposition for Ocean Spray is that no one else
owns the cranberry like Ocean Spray.While other juice brands may
identify with other fruits, such as Minute Maid with the orange and
Mott’s with apples, Ocean Spray is the only brand that can claim
ownership of this “wonderberry.” Ocean Spray’s new attitude towards
their property will serve as a basis for our campaign and give us a
creative advantage over other competitors.
from bogs to tables
By capitalizing on the heritage of Ocean Spray, we can utilize the rich
history of the brand as a foundation to create a fresh, trendy campaign
that appeals more to the target market.This will also strike familiarity
with Ocean Spray’s pre-existing consumer base. Ocean Spray prides
themselves on their family-owned business and connection to their
farmers.According to Emerson Spartz, CEO of the digital media
company, Dose, in an article in Fast Company, “Compared to any
generation that has come before, they are less trusting of brands.They
have the strongest bullshit filter because they’ve grown up in an era
where information was available at all times.”
wonder berry
We will also capitalize on the unique health benefits of the
cranberry through our campaign.We must communicate to
consumers that Ocean Spray products provide a unique set of
health benefits that millennials value.These benefits will also
help encourage and empower consumers to purchase Ocean
Spray products and take control over their own lives.This brand
provides options that will promote a healthier lifestyle over
many other competitors in the market.

10. creative 09
the cranberry promise
Ocean Spray is a farmer-owned business dedicated to producing
the greatest cranberry products around. By providing consumers
with the most delicious and nutritious products, they will feel
empowered and refreshed in their personal lives. By putting
special emphasis on the health benefits of the cranberry and an
active, health-conscious lifestyle, we can build a brand that can
promise a long-term experience rather than a short-term feeling.
Ocean Spray wants its consumers to feel confident and in control
of their own lives. Ocean Spray’s family-run farms put consumers’
well-being first by offering the highest quality cranberry because
the cranberry is truly what Ocean Spray does best.
positioning the berry
Our creative strategy is to implement advertisements that position Ocean Spray as
a premium product by offering a balanced, health-conscious, and empowered
lifestyle to consumers.Through purchasing Ocean Spray products, consumers will
feel confident and ready to take on any challenge.We want to position the
cranberry as a symbol of ownership and empowerment for both Ocean Spray and
their consumer. Ocean Spray is taking a new stance on their cranberry ownership.
We want to use this stance to inspire consumers to own their talents and skills just
as Ocean Spray has owned theirs. Ocean Spray wants to encourage consumers to
take chances and appreciate the little moments in life that bring them joy.We
hope to associate the Ocean Spray brand with that prideful, accomplished feeling
in life.
creative brief
marketing objective
Now is the time for Ocean Spray to distinguish itself from its
competitors. Ocean Spray is striving to be the only consideration
when it comes to purchasing cranberry juice.We hope to create
brand loyalists by positioning Ocean Spray as a brand that wants
consumers to live happily, healthily, and confidently.
call to action
“Grab Life by the Berry” was created to inspire consumers to take on life’s
inevitable moments and make the most out of those moments. Everyone can
relate to a moment where they truly realized how grateful they are and how
much joy their life brings them.Through our campaign, we will associate those
unforgettable, joyful life moments.We want the sweet, refreshing taste of Ocean
Spray to allow consumers to experience these blissful moments when they
consume Ocean Spray products. Ocean Spray’s “Grab Life by the Berry” campaign
wishes to encourage consumers to take chances, make mistakes, get messy, step
out of their comfort zone, and truly take life for all it is worth.
consumers to live happily, healthily, and confidently.

11. media
why we chose these targets...
10
traditional media
transit
grab life by the berry
billboard magazine
Ocean Spray recognizes that there is an already existing association
with cocktails and cranberry juice.According to our research with
survey respondents, 25% associate cranberry juice with cocktails or
alcoholic beverages. By saying “We Mix Well With Others,” we want
to encourage
consumers to
experiment
with various
Ocean Spray
products in
their cocktails
while also
encouraging
the creation of
new
memories.
In our print ad, we want to highlight a precious family memory while advertising
Ocean Spray’s various flavors.We want to connect little moments like watching
fireworks to the experience of Ocean Spray’s variety of sensational flavors.There
are many moments of joy in the lives of families just like the many joyous flavors
of Ocean Spray
products.
Ocean Spray will partner with public transit to intro-
duce bus wraps and bus stop advertisements in cities
densely populated with our target consumers, such
as Miami (43% millennial population), Orlando (53%
millennial population), Denver (44% millennial
population), Pittsburgh (48% millennial population),
Detroit (78% millennial population), and Austin (50%
millennial population.)
URL: https://vimeo.com/261104921
Password: OceanSpray123
URL: https://vimeo.com/261107310
Password: OceanSpray123
why we chose these targets...
magazine

12. traditional media
11
video
Our goal is to associate the Ocean Spray brand with that unparalleled, joyful experience after encountering an epic, life-changing moment.We want to
parallel the refreshing taste of Ocean Spray’s products to these unforgettable life moments that bring consumers joy in their lives. Ocean Spray wishes to
create a long-term experience rather than a short-term feeling. This video will run on Snapchat, Buzzfeed, and all social media platforms including
Facebook,Twitter, and Instagram. It will also act as a pre-roll ad for YouTube videos.
grab life by the berrygrab life by the berry
URL: https://vimeo.com/261107623
Password: OceanSpray123

13. media
streaming
12
spotify
To avoid our advertisement getting lost between songs on Spotify, our
campaign will cut through the noise by creating an Ocean Spray sponsored
playlist that will consist of upbeat, motivational music that coincides with the
theme of our campaign.This playlist will accompany the lives of Ocean Spray
consumers by offering encouragement and self-empowerment in their
everyday lives.
radio
We wanted our streaming/audio ad to focus more on the benefits of
the cranberry on which Ocean Spray is capitalizing. In our campaign,
we have discussed Ocean Spray’s stance on owning the cranberry
and taking ownership of what is rightfully theirs.The Ocean Spray
brand can be quickly identified by consumers as the “cranberry
brand.” According to the survey results, 47% of respondents said that
the word “cranberry” comes to mind when asked what words they
associate with the words “Ocean Spray.” We also wanted to take this
opportunity to inform consumers of the multiple health benefits of
this “wonderberry.” We call consumers to action by encouraging
them to grab the berry just like Ocean Spray has.
theme of our campaign.This playlist will accompany the lives of Ocean Spray
consumers by offering encouragement and self-empowerment in their
everyday lives.
programmatic
URL: https://vimeo.com/261054156
Password: OceanSpray123
We will use native programmatic advertising that matches the look
and feel of online content.These pieces will appear on health ,
fitness and food websites in the forms of In-feed, sponsored content,
and recommendation widgets.They will appear in six different
formats, including display, cinemagraphs (gifs), scroll, carousel,
instant-play video, click-to-play video. Programmatic advertising will
target our millennial audience behaviorally and contextually, giving
us the opportunity to reach an enormous amount of potential
millennial customers.

14. social media
media 13
facebook
The Ocean Spray Facebook page
will feature both video
advertisements, digital
advertisements, and print
advertisements.This will
connect Ocean Spray consumers
with the brand’s page by
“liking” or visiting to learn more
about Ocean Spray products.
twitter
By using interactive advertisements on
Twitter, Ocean Spray advertisements
can stand out among consumers’ feeds.
Attached will be links to visit the Ocean
Spray website so that readers can learn
more about their sensational and
refreshing products.
instagram
connect Ocean Spray consumersconnect Ocean Spray consumers
with the brand’s page by
“liking” or visiting to learn more
about Ocean Spray products.
twitter
By using interactive advertisements on
Twitter, Ocean Spray advertisements
can stand out among consumers’ feeds.
Attached will be links to visit the Ocean
Spray website so that readers can learn
more about their sensational and
refreshing products.
Calling all Cran-Lovers! How has
Ocean Spray inspired you to
#GrabLifebytheBerry this week?
By creating advertisements using gifs and videos, we can connect with our
consumers through Instagram. By “following” the Ocean Spray Instagram
page, consumers can keep track to sweepstakes, products, cocktail recipes, and
so much more!
URL: https://vimeo.com/261110410
Password: OceanSpray123

15. 14
social media
snapchat buzzfeed
Ocean Spray wants to highlight the various, sensational flavors of
their products through filter advertisements that alter the lip
color of the Snapchat user and show a coordinating product in
the bottom left-hand corner of the screen.
youtube
Ocean Spray will partner with Buzzfeed to promote products through their
“Tasty” videos.Tasty videos feature recipes for viewers to try for themselves at
home. By placing Ocean Spray products in the recipes, we can promote the
brand and the purchase of Ocean Spray specific ingredients.
Your program will continue
after this ad
Visit advertiser
Ad | 0:09
Ocean Spray will partner with
Youtube and advertisements as
pre-rolls for YouTube content.
Thirty second Ocean Spray
advertisements will encourage
consumers to take ahold of
moments and appreciate their
own lives.

16. media 15
experiential
berry bus
The purpose of the Berry Bus is to bring the Ocean Spray experience to
consumers by offering a traveling mocktail bar of Ocean Spray products at
various concert venues and music festivals.The Berry Bus will travel across the
southern states starting at the Rock the Ocean’s Tortuga Music Festival in Fort
Lauderdale, FL and traveling to Los Angeles, Denver,Austin,Atlanta, Chicago,
Miami,Washington DC and New York City. The Berry Bus can be tracked
through our free Ocean Spray app and followed via hashtag
#OceanSprayBerryBus.The Berry Bus will act as a traveling, mobile promotion,
which will allow for a wide variety of visibility among consumers.
festivals
Ocean Spray will sponsor misting fans and
other sponsored materials at music festivals
and concerts.These events create moments
with friends and families.We want consumers
to connect the joyous feeling of making these
precious memories with the Ocean Spray
brand while experiencing musical moments
that they enjoy with friends and family.

17. media 16
promotions
1.Visit any participating store
2. Purchase your favorite Ocean Spray juice
3. Enter the code under the cap at oceanspray.com/summer-rewards or download the Ocean
Spray Summer Rewards app
4. Rack up those points to earn sweet prizes from buy one get one deals, to a relaxing getaway of
your choice!!
Download the
Ocean Spray app
Scan QR Code
on inside of cap
Earn points towards
winning sweepstakes
Your
Cran
Rewards
2,500
#grablifebytheberry
the heartiest part of your every day.
get away with ocean spray
summer rewards
in store
cause marketing
Ocean Spray cares about the health of their consumers.Their products contain
many unique health benefits including key antioxidants that lower cholesterol
and help prevent heart disease. Ocean Spray is partnering with the American
Heart Association for the month of February by donating 10% of proceeds to their
cause.This ad will inform consumers of the partnership and encourage consum-
ers to take pride in their own heart health.
Customers will walk under a colorful, cardboard Ocean Spray palm tree display when
they enter the juice aisle.This display will advertise Ocean Spray’s “Get Away With
Ocean Spray” sweepstakes.This point-of-sale advertisement will encourage consum-
ers to purchase Ocean Spray products as opposed to other competitors.
Take control of your health! Ocean Spray cares about your health,
so you should too! Love your heart! We are partnering with the
American Heart Association to prevent heart disease. Our juices
contain many unique health benefits including key antioxidants
that lower cholesterol and help prevent heart disease. That’s why
when you buy Ocean Spray products this February, we will donate
10% of proceeds to the American Heart Association. To learn
more visit www.oceanspray.com/heart.

18. media placement
17
total paid, owned, earned impressions
video
Impressions:
5M: 236,470.897
10M: 541,584.564
Placement:
facebook twitter youtube
instagram radio magazine snapchat
transit
buzzfeed spotify
berry bus
billboard programmatic
festivals cause marketingsummer rewards in store
evaluation
Although we are sacrificing broadcast video
due to budget restraints, our video content will
gain recognition within the millennial
population by being streamed on all social
networks.
Impressions:
5M: 35,919.54
10M: 72,886.3
Placement:
Instagram videos and promoted interactive
content is much more appealing to the eye.
Videos are 5x more attractive and interesting
to a user. Instagram ads received 2.9 times
higher recall than the standard level, based on
Nielsen’s average for online advertising.
Impressions:
5M: 4,500,000
10M: 9,000,000
Placement:
To increase awareness of Ocean Spray in cities,
there will be bus wraps and station to promote
the brand. 43% of people under 30 have
reported riding transit at least once a week. It
will raise awareness in a subconscious way.
Impressions:
5M: 7,857,142.86
10M: 23,571,428.6
Placement:
Light up and interactive boards on highways
are more memorable and can increase
retention up to 50%. The average American
spends 20 hours each week in the car traveling
over 200 miles.This is a large portion of time
and will result in numerous impressions.
Impressions:
Total: 9,500,000
Placement:
People will feel a much more personal
connection with a company that sends them
on a trip to take them somewhere they have
always wanted to go so they can
#GrabLifeByTheBerry. This will mainly be
communicated through our free app.
Impressions:
Placement:
We plan to run ads for a continuous period
during our Ocean Spray campaign.The
budgeted amount for programmatic is
$400,000. Location of ads are on Facebook,
Twitter, and Instagram.
Impressions:
5M: 236,470.897
10M: 541,584,564
Placement:
Although we are sacrificing AM/FM radio due
to budget restraints, our radio content will gain
recognition within the millennial population
by being streamed in advertisements on all
social networks and music streaming sites.
Impressions:
5M: 1,589,342 (W) | 3,178,684 (M)
10M: 1,819,151 (W) | 3,638,302 (M)
Placement:
We plan to run ads from June-August which is
a three month running ad with a budget of
$500,000.They will run in Women’s Health for
$205,000 each. Men’s Health is $262,000 for
a page as well. Roughly 2 million impressions
for Women's Health Magazine and
approximately the same for Men’s Health.
Impressions:
5M: 4,685.71
10M: 8,285.71
Placement:
Snapchat accumulates 187 million users in the world
with 3.5 billion snaps sent per day.The number of
Snapchat daily video views is more than 10 billion.
Around 30% of millennials in this age range use
Snapchat daily making it an ideal outlet for our target
market, according to omnicoreagency.com.
Impressions:
Total: 303,789
Placement:
This traveling promotion will travel to a different city
every weekend, thus reaching a very high number of
millennials in these areas.We hope to earn exposure
from others interacting with the bus and posting about
it on their personal social media accounts.
Impressions:
5M: 111,265.647
10M: 159,944.37
Placement:
There are over 1 billion Facebook users at
anytime so all shared videos are also seen by
an individual's friends.Tasty’s Facebook page
has 92 million followers.Additionally, cooking
videos are very popular among millennials,
and holiday recipes videos do especially well.
Impressions:
5M: 89,285.71
10M: 148,809.524
Placement:
Interactive tweets are eye-catching for users
and add something different to a normal
boring timeline.These moving clips catch the
attention of users more than a simple tweet
with text.
Impressions:
5M: 13,333.33
10M: 33,333.33
Placement:
Millennials stream around 7 hours of YouTube
video a day, making it a prime place to grab
the attention of our target demographic.
Youtube makes users watch ads regularly so
this would give our rate a high impression rate.
5M: 236,470.897
10M: 541,584.564
Impressions:
Placement:
Sponsored fans will be at a summer festival.
This allows for people to take pictures and
share with their friends of the mocktails that
they are making at the festival tent.Tortuga
broke the 100,000 attendance mark in 2017,
this is a huge attraction for millennials and can
get many impressions.
Total: 80,000
Impressions:
Placement:
We hope to gain earned exposure on Buzzard's
site by having our products showcased in their
articles and quizzes.We also hope to
incorporate their Tasty cooking channel that
will use Ocean Spray products.
Total: 120,500,000
Impressions:
Placement:
In-store displays will be held in various grocery
stores in major cities.They will coincide with
our sweepstakes.This will grab shoppers
attention, by showing them a path to the
Ocean Spray products. It will be fun for
shoppers with kids to notice and point out.
Total: 12,000,000
Impressions:
Placement:
January 2018, Spotify had 70 million paying
subscribers worldwide. Users are also able to
register Spotify accounts using Facebook,
enabling them to connect with other Facebook
friends and see what music they listen to, as
well as listen to their play-lists.
5M: 4,685.71
10M: 8,285.71
Impressions:
Placement:
In the month of February, we will be running a campaign
variation where we donate 10% of our earnings to the
American Heart Association.These will be placed in health
magazines and on our social networks.
Magazine: 3,178,684
Social: 4,500,000
Total: 7,678,684
over 300,500,000

19. evaluation 18
media schedule
TRADITIONAL 5M 10M
Magazine
Billboard
Transit
SWEEPSTAKES
Get Away
In Store
Cause Marketing
TOTAL
EXPERIENTIAL
Berry Bus
Festivals
STREAMING
Radio
Spotify
SOCIAL
Facebook
Twitter
Instagram
Snapchat
Youtube
Buzzfeed
June February March April May CostJanuaryJuly August September October November December
Programmatic
500,000$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
50,000
300,000
7,500
2,800
207,700
100,000
100,000
100,000
82,000
800,000
600,000
500,000
650,000
200,000
400,000
400,000
800,000
150,000
700,000
10,000
5,600
339,400
$ 5,000,000 10,000,000
250,000
200,000
350,000
145,000
1,150,000
1,000,000
1,000,000
1,500,000
500,000
1,000,000
900,000
The “Take Life By The Berry” campaign will effectively reach each target segment through a year-long, integrated, multichannel media schedule. In accordance with
Ocean Spray’s current spending patterns, the majority of the media spend takes place in the summer months with the warmest weather to avoid the holiday peak
cranberry sales months.
timeline & budget

20. evaluation
meeting our goals
campaign evaluation
19
campaign evaluation
To make certain that both phases of our Grab Life by the Berry campaign goals
are met, we will evaluate the campaign each quarter.To ensure maximum brand
interest, awareness, and knowledge among millennials, we will adjust the
media schedule and frequency each quarter accordingly.
meeting our goals
To make certain that both phases of our Grab Life by the Berry campaign goals
are met, we will evaluate the campaign each quarter.To ensure maximum brand
interest, awareness, and knowledge among millennials, we will adjust the
media schedule and frequency each quarter accordingly.
campaign objectives evaluation techniques potential results
• Increase sales among millennial
population
• Increase brand awareness
• Increase buyer interest
• Increase customer knowledge on
Ocean Spray
• Monitor sales data and media to track
purchase data and engagement
• Annual surveys to existing customers
• Monitor earned media and app activity
• Track effectiveness of each campaign
phase with questionnaires that will
examine perception, recall, recognition
and consideration of purchase
• Increase household penetration by 5%
• Generate a 5% increase in awareness
and positive affinity for Ocean Spray
• Increase millennial engagement
• Buyers will integrate all Ocean Spray
products into their daily lives and use it
as a means to empower their active,
healthy lifestyles

21. evaluation 20
conclusion
sourcesur “Grab Life By The Berry” campaign
capitalizes on life’s special moments while
inspiring activity and confidence in our
consumers.The positive and empowering
message, “Grab Life By The Berry”, shows that Ocean
Spray values an active and healthy lifestyle, offering
high-quality products full of nutritious and
highly-beneficial ingredients. By focusing on an
exceptional lifestyle and diet, we are sparking relevance
in the millennial consumer base and speaking to
qualities relevant to that specific age group.
The campaign focus of positivity and empowerment is
reflected through various mediums that include
traditional and non-traditional media.The incorporation
of radio and TV elements will improve brand awareness
and brand equity through carefully selected mediums
that specifically reach our target market.We want to
inspire and encourage consumers to grab the
opportunities that are in front of them and own their
lives, just as Ocean Spray owns the berry. Differentiating
Ocean Spray from its competitors by focusing on the
benefits of their cranberry-based products, in addition to
their other products, will encourage every consumer to
choose Ocean Spray over its competitors, every time.
grab life by the berry
O Primary:
Consumer Diaries
Dialsmith
In-person Interviews
Surveys (Google forms & Social Media)
Secondary:
AAF NSAC Ocean Spray Case Study
Adage
Adweek
Billboard.com
Facebook
Forbes.com
Fortune.com
Marketingcharts.com
Nielsen TV & Website Data
Spotify Advertising
Sproutsocial.com
Youtube Advertising
acknowledgments
Creative:
Erin Ploen
Lillie Dorsey
Ariel Sexson
Kristen Eifert
Copy:
Meredith Hardy
Tricia Paterakos
Jack Carey
Strategy:
Sara Joyce
Sedrique Wilkerson
Amanda Garcia
Matt White
Media & Budget:
Chase Hines
Alessandra Sarpa
Chris Vollmer
Ashlin Bruce