National Student Advertising Competition (NSAC) Team 996 Plans Book Client: Ocean Spray Objective: Make Ocean Spray relevant to Milennials

2. page 1
LET’S DIVE IN.
What’s the situation?
Ocean Spray has been around a long time. You’ve picked up a boat
load of consumers making Ocean Spray one of the most iconic and
most recognizable brands. You have over 700 family farms, 2000+
employees and over 90 years of experience. You’ve earned the title of
authentic, distinct, ownable and loved. You’re the go-to brand in all
things cranberry. You are innovative, progressive and always looking
for new ways to grow.
So, what’s the problem?
Millennials, who make up one of the largest markets, think you’re for
their parents. Spanning from age 24-34, they aren’t aware of all the
great things Ocean Spray has to offer. While Millennials recognize the
brand, they don’t see how Ocean Spray fits their current lifestyle. Sales
are down, and you haven’t found a way to connect with them­— that’s
where we come in.
Here’s our solution.
Reposition Ocean Spray as a brand that represents the values and
lifestyles of Millennials. Find a conversation starter that bridges the
gap between Millennials and Ocean Spray, while bringing relevance
and awareness to the brand.
Campaign Promise
Increase relevance of Ocean Spray amongst Millennials in order to
deliver:
29% HH
penetration2.
8.8+ brand
equity score1.
$22M+
in sales
1.57
ROI3. 4.
Research MethodologyTABLE OF CONTENTS
Executive Summary
Consumer Analytics
Sentiment Analysis
Competitive Landscape
Market Positioning
Strategic Positioning
Creative Strategy
Media Strategy
Awareness
Wavemakers
Partnership
Holiday
Media Flowchart
Metrics
Campaign Evaluation
CAMPAIGN
OBJECTIVE
Position Ocean Spray as the
catalyst for bold moments.
Help Millennials understand
that Ocean Spray reinforces
their life journey by speaking
to them in a way that captures
their attention.
1
2
3
4
5
6
7
8
9-11
12-14
15
16-17
18
19
20
646 survey
respondents
50 focus group
participants
Noldus
Research
120 ad concept
tests
45 intercepts1680 hours
of food diaries
130
one-on-ones
80 taste tests
Link password:
NSAC18Team996

3. page 2
TOO DIVERSE TO BE DEFINED.
Although Millennials fit in a nice box of 24-34, they are different kinds of people reaching various milestones in life. As parents, college
graduates, new home buyers and travelers, Millennials are making decisions at a time in their life where every choice seems like a big one.
KEY TAKEAWAY:
Millennials vary and so do their needs, but what makes them similar
is their desire to experience more than what they do now.
Millennials are living in their own quarter-life crisis.
Eighty-six percent of Millennials feel a pressure to succeed in their
relationships, finances and jobs before hitting 30 (The Guardian).
With such high expectations, they’re constantly looking for what’s
next or their big break. In many ways, they’re never really satisfied
with the status quo.
Millennials see brands as mirrors, not badges.
Millennials use brands to help elevate their lifestyle and
circumstances. They consciously choose products that reflect their
personality and reinforce their values. Ocean Spray needs to show
Millennials that they’re a brand worth supporting.
Millennials by the Numbers.
(Society for Human Resource Management)
(Primary Research)
(Simmons Research)
(The Independent)
(Porter Novelli)
(Market Wired)
(Statista)
(Statista)

4. page 3
In our research, we found that Millennials know the Ocean Spray brand. They see it as traditional and
family-oriented, but that doesn’t resonate with Millennials.
Ocean Spray is more than just a late-night mixer or your grandma’s favorite drink.
Since 1930, Ocean Spray has grown into a company that values and celebrates
diversity and encourages sustainability and corporate social responsibility. That’s
something to be proud of. Millennials value brand authenticity, so it’s time for
Ocean Spray to show its true colors.
You just need to find a conversation starter.
OCEAN SPRAY ISN’T RELEVANT TO MILLENNIALS, YET.
KEY TAKEAWAY:
What Millennials know about Ocean Spray
is only a fraction of the truth.
Most common words
associated with cranberry:
We surveyed over 150
Millennials and asked them,
“What first comes to mind
when you hear cranberry?”
(Primary Research)
Most common traits
associated with Ocean Spray:
We gave Millennials 26 options
on what words they find most
related to the brand (Primary
Research).
From a marketing
perspective, the brand
is very outdated.
I think that Ocean Spray
has been around forever,
it isn’t a new, trendy thing.
It’s always been there.
Big brands are telling
stories to capture people…
and I don’t think Ocean
Spray even tries to do that.
I always associate
cranberries with old
ladies and UTI’s.
“
“
(Primary Research)

5. page 4
ON A SHELF OF ITS OWN.
The fruit juice category is an interesting one. Millennials confidently identify brands
with a particular fruit. The high brand association to a distinct fruit makes each
flavor unique and ownable.
Ocean Spray is cranberry.
The brand is known for what it’s best at—the red berry that packs a punch. Other
fruit brands have direct competitors, but Ocean Spray has none.
Competitive Landscape
KEY TAKEAWAY:
Ocean Spray owns cranberry,
cranberry owns tart.
Cranberry is perfect for those long meetings
and keeps me out of the 3pm doldrums.
Cranberry [products] are the perfect pick-
me-up to get me to my next adventure.
If it’s the morning and I’m trying to wake up
and get ready, I would want some cranberry
juice. The tartness. It’s a zip. It hits you.
We asked Millennials how proud they are to be seen with a
brand to determine relevance, and we also asked them to rank
brands based on where they land on their preference scale
(Primary Research).
Mott’s
Apple and Eve
GoGo Squeez
Welch’s
Sun Maid
Smucker’s
Tropicana
Simply
Florida’s Natural
Ocean Spray
“
“
Cranberry is tart.
This is something other fruits can’t say. Tart isn’t sweet. Tart makes your eyes open
wider and gives you a tasty sensation no other fruit can.
Millennials can benefit by incorporating the tart flavor into their life. Because
they’re living in their own quarter life crisis, they need something to shake up their
routine. The tart flavor of cranberries will do just that. But, if Ocean Spray doesn’t
answer to Millennials’ behavioral needs, it will be known only as traditional, UTI’s
and Thanksgiving.
72% of Millennials
say tart is the best
way to describe the
taste of cranberries
Over 2/3 of
Millennials enjoy a
tart product
(Primary Research)
(Primary Research)
(Primary Research)

6. page 5
The unique, tart flavor of Ocean Spray products cannot be ignored. The tartness of
Ocean Spray cranberries is a flavor that has yet to be incorporated in the lives of
Millennials. Ocean Spray can use the tart flavor of cranberries to help Millennials break
out from bland and make bolder choices. Ocean Spray products help fuel the desire all
Millennials share, regardless of where they are in their quarter-life crisis.
TART IS MORE THAN A TASTE.
KEY TAKEAWAY:
Tart empowers Millennials
to make bold decisions.

7. page 6
It’s no ordinary flavor and you’re no ordinary person.
There are moments in life where you can choose to do what’s expected,
normal or routine. However, at Ocean Spray, we encouraged you to step in
a different direction.
Take the stairs instead of the elevator.
Stick your neck out instead of sticking to the script.
Join the action, instead of watching from the sidelines.
It’s easy to get lost in the familiar. But, Ocean Spray knows that there’s
much more to you than what you’re doing now. Each day you have the
choice between a routine decision or a bold one. Whether it’s as small as
going to yoga or as big as starting your own company, Ocean Spray is a
catalyst for positive change.
Ocean Spray is the bold decision you need to make.
TART IS THE BOLD FLAVOR
YOU’VE BEEN MISSING.

8. ART.
Our visual identity reinvigorates the
brand’s traditional look. Color-blocking
makes our ads simple, yet eye-catching.
Our illustrative style features relevant
imagery that brings a modern and
refreshing twist to the brand.
It’s traditional to accept the absolutes: black and
white, salty and sweet. But we believe there’s more
than that, in fact, we grow it.
Whether it’s a ripple, a splash, or a riptide, the slightest dare to reach
beyond the obvious can revive your routine. This new platform for Ocean
Spray is the evolution needed to start the conversation with Millennials.
Our creative strategy showcases definitive moments where Ocean Spray
and Millennials connect—to take life beyond the mundane.
Let other brands make noise about health benefits, calories and
antioxidants. We’ll be stepping in a new direction.
Ocean Spray is the bold taste that helps you make waves.
SORRY, GUYS.
“When I think of Ocean Spray, I think
of the commercial where the two
guys are standing
in the cranberries...
those commercials
don’t do anything
for me at all.”.
COPY.
The tagline “Make Waves” gets
direct influence from the brand’s
previous “Crave the Wave” tagline.
We’re taking the familiar and giving
it a new, consumer focus.
The brand shifts from traditional to
vibrant, energetic, imaginative and
positive, aligning more closely with
Millennial attitudes and behaviors.
ONE CHOICE, ONE TASTE, CAN MAKE WAVES.
page 7
(Primary Research)
Link: Brand Manifesto Video

9. page 8
MAKE WAY FOR MAKE WAVES.
Our campaign will run from June 2018 through May 2019 with a
budget of $5 million and the potential of expanding to $10 million.
We’ll be implementing a three-pronged approach:
Make Waves.
Make Waves embraces Ocean Spray’s past while encouraging
Millennials to take charge of their lives. It inspires Millennials to grab
the bold flavor of tart and continue to make more fearless choices.
Wavemakers.
Our Wavemakers component takes “Make Waves” and turns it into
something real. We celebrate people around the country doing bold
things that make waves in their community. These inspiring stories
encourage consumers to submit their own bold moves and earn the
title of “Wavemaker.”
Cransform the Holidays.
Rather than hide during the holidays, we leverage the one time of year
Millennials think of Ocean Spray—but we’ll talk to them in a new way
to maximize the top of mind awareness the holidays already provide.
KEY TAKEAWAY:
Big and bold ads, coupled with strategic
media placements, increase top of mind
awareness and relevance while driving sales
and increasing brand equity.
Ads you can’t ignore.
Through in-store, out-of-home, paid search, streaming radio, social
media and online video, our campaign will increase awareness by
driving impressions. Implementing both traditional and digital media
opportunities gives our campaign the greatest possible reach and
allows us to achieve our overall goal, increased brand equity and greater
household penetration.
This general awareness campaign creates an interest in Ocean Spray
products through social media platforms and digital presence. Millennials
are tech savvy and seek convince; we must connect with them through
these platforms.

10. page 9
AN INSTANT CONNECTION.
Programmatic.
The cost efficiency and effectiveness of programmatic advertising
will drive impressions from individual consumers and drive them to
the Ocean Spray website.
Social Media.
We’ll utilize paid Facebook and
Instagram, because the majority
of our target audience is on these
platforms. Facebook has the largest
user base in our age demographic
while Instagram has the highest
everyday interaction (Statista).
We’ll increase engagement and
brand equity through close
interaction with the consumer.
Twitter also allows us to reach
and interact with our consumers.
Forty-two percent of all Twitter
users are active on the platform
daily, which allows us to be
more personable with our target
audience (Statista). This opens up
opportunity for brand recognition
and brand awareness.
Paid Search.
Ocean Spray leads the conversation at a key touchpoint in the user journey.
Digital Video.
Video spots will appear as digital pre-roll for :15 and :06 second spots on YouTube, as well
as programmatic channels. YouTube’s largest viewership is 25-34 year olds, and the most
preferred form of video content by Millennials (ComScore). Through these media channels
we will appear alongside content that is in line with the interests of our audience.
Seventy percent of Millennials prefer to use search engines to research products
(Mind Stream Media). A strong call to action will drive leads to our website.
As the mobile shopping market grows, we can leverage paid search on Amazon
to boost exposure when the consumer is closest to conversion. Eighteen to
thirty-four year olds make up 30% of the US consumer base and 39% of Amazon’s
Prime members (Statista). With numbers like these, we can increase impressions
and have direct correlation between purchase and paid media.
Make Waves |
Link: Digital Video

11. page 10
OUT OF THE BOG.
Over 2/3 of people say they make shopping decisions in their car
(BVK), that’s why we’re purchasing billboards near grocery stores
to capitalize on top of mind awareness. We will purchase digital
billboards in San Diego, Austin and Salt Lake City, the three
largest Millennial markets (Nielsen).
Ocean Spray encourages Millennials to replace coffee with cranberry juice to
start their day with a bold, new wave.
Seventy-one percent of people indicate they look at billboards (Arbitron).
This ad highlights the simple ways to make waves and live a more exciting life.
We remind consumers to weave around the norm with Ocean Spray.
Billboards.
Make Waves |

12. page 11
SHOP BEYOND SALTY AND SWEET.
We’ll place campaign specific advertisements throughout various grocery stores nationwide. Our campaign will first live in Kroger. Kroger has
stores in 35 states and is the second largest national retailer (National Retailer Federation). Our campaign will exist in multiple stores in every
state possible. With a budget increase, we can extend our lifestyle placements to Target, which is the most popular retailer amongst Millennials
(Business Insider). With stores in every state, our visibility will grow among the target audience.
Shelf-talkers.
Seeing Ocean Spray in the produce
aisle is unexpected, but that’s exactly
what we want. By placing Ocean
Spray’s fruit fusion juices next to the
real thing, we give the consumer the
bold option they didn’t know they
needed. This encourages top of mind
awareness and conversion.
Sixty-three percent of shoppers
indicate that they make impulse
purchases in-store, making this a
valuable opportunity for Ocean Spray
to increase sales (UPenn).
Shopping cart ads.
Point-of-purchase advertising shows a large return on
investment, because it speaks to consumers in the moment
of a purchasing decision.
Floor stickers.
Eye-tracking research shows
customers spend half of
their time looking at the
floor (The New York Times).
Make Waves |

13. page 12
INTRODUCING WAVEMAKERS.
Once a wave starts, it can’t be stopped.
Ocean Spray wants Millennials to voice their stories to keep the waves
rolling. Wavemakers is a year long campaign introducing Ocean Spray as
the catalyst for bold. This digital campaign engages our target audience in
showing how they, too, are making waves.
From volunteers to small business leaders to dream chasers, we honor every
wave—no matter how big or small. The Wavemakers campaign features real
people who are making bold choices. This digitally driven component will
initiate conversation and positive social sentiment. Digital video, radio,
social and user-generated content will power this branch of the campaign. Ocean Spray is the original Wavemaker for your co-op model that
supports local growers. This gives Wavemakers the authenticity that
Millennials demand.
Wavemakers |

14. page 13
THE IMPACT BEHIND EACH WAVE.
Radio.
From June-August, we’ll leverage Spotify to encourage Wavemaker submissions. 0:15
second radio spots will run prompting users to visit the microsite.
Microsite.
Exclusive to the Wavemakers campaign, Wavemakers.com houses stories of good-will
and triumph. Visitors vote for finalists and become inspired to make waves of their own.
This will drive brand awareness and strengthen overall brand promise. The microsite will
track engagements and acquisitions across the entire campaign.
Digital Video.
During the months of October 2018 - January
2019, we’ll repurpose user-generated content
into 0:06s and 0:15s pre-roll advertisements on
YouTube and Google Display Network.
YouTube’s largest viewership is 25-34 year
olds, and it’s also the most preferred form of
video content by Millennials (ComScore).
Through digital video we have the
opportunity to appear alongside content that
is in line with the interests of our audience.
:15s Pre-roll.
This video will spotlight one of our Wavemakers,
Elizabeth. Elizabeth started a community garden
in an impoverished section of her city, and we
chose to highlight her story.
Wavemakers |
Link: Microsite
Link: Radio Spot

15. page 14
SPREADING THE WORD ABOUT SPREADING GOOD.
Paid Search.
Using paid search, we can reach Wavemakers when they search keywords such
as “non-profit” and “start ups.” This also captures users who otherwise wouldn’t
have interacted with the brand.
Programmatic.
We will use Smart Display to target Wavemakers. This allows Ocean Spray to
reach specific audiences with strategic placements that will drive users to our
microsite. Programmatic ads will reach over 3 million apps and websites on the
Google Display Network (Google).
Social.
Using the hashtag #osmakewaves, we can track user-generated
content and engagement with the brand. With each post, consumers
generate buzz for the brand.
Wavemakers |

16. page 15
A PARTNERSHIP WITH PURPOSE.
The Wavemakers movement and Millennials’ desire
to seek unique travel experiences comes together in
our promotional partnership with Airbnb.
Why Airbnb?
Airbnb is a Wavemaker—they entered the travel and
hospitality industry and took it somewhere new.
They transformed the mundane part of traveling, the
room in which you stay, and made it an experience.
Because of this, they are the ideal partner.
In cities across America, Airbnb customers can
select Ocean Spray sponsored experiences. From
local food tours, to nightlife activities, to local
causes and nonprofits, the Ocean Spray Airbnb
partnership will help further transform ordinary
tourists into Wavemakers by giving them the tools
to live like a local.
Depending on the package, these experiences can
be free add-ons to an Airbnb stay or purchased at
a discounted cost. Ocean Spray will work with the
local hosts of the experience and provide additional
product and promotional support.
This is Ocean Spray’s opportunity to
bring a bold choice to Millennials.
Fifty-five percent of
Millennials prefer to stay in
accommodations that are in
cool, local neighborhoods rather
than wanting to stay close to top
tourist attractions.
Over 80% of Millennials
seek unique travel
experiences and say that
the best way to learn
about a place is to live like
the locals do.
Fifty-one percent of
Millennials prefer an
active vacation, full of
exploration.
Partnership |
(Airbnb Millennial Travel Report)
(Airbnb Millennial Travel Report) (Airbnb Millennial Travel Report)

17. page 16
FORGET THE OLD FASHIONED WAY.
Ocean Spray owns the holidays—and we want our audience to own the
holidays, too. Twenty percent of cranberry consumption happens during
the week of Thanksgiving and Christmas, which is why we’ll be placing
holiday themed ads across out-of-home and Spotify (Quartz).
Spotify Playlist.
A holiday playlist with modern artists singing the classics remixes tradition.
Billboards.
Our billboards are a twist on tradition with a playful tone that matches the
holiday spirit.
Radio.
Our holiday radio spots offer listeners a simple how-to on making waves this
holiday season. Radio spots offer a call to action to our Spotify playlist and
holiday recipe site.
Cransform the Holidays |
Link: Radio Spot

18. page 17
SERVING HOLIDAY SPIRIT.
Since 34% of people admit the internet influences their holiday
purchases, we want to make sure Ocean Spray continues to be a part of
these traditions through our digital presence (Champ Internet Solutions).
Paid Search.
Through paid search, we’ll drive people to our recipes page for new ways to
use cranberries during the holidays.
Social Media.
During the holidays, we’ll remind
people how Ocean Spray products
reinvent common holiday staples.
We’re giving ordinary holiday
meals a bold update.
Programmatic.
On websites commonly used by Millennials, we’ll use programmatic to reinforce
our holiday campaign.
Recipe Page.
We’ve created a holiday recipes page to show that there’s more ways to use
cranberries during the holidays than even Grandma knows.
Cransform the Holidays |

19. page 18
WHERE YOU’LL FIND US.
Using the $5M budget, we sought to present the brand
message in the most compelling way. After weighing
our options, we put together the most effective use of
media, with the most efficient use of money.
Our campaign reserved 20% of the overall budget
for production costs, including the microsite and
Wavemaker prizes.
Incremental Budget Grant.
Increasing the budget adds a high impact, expanded experiential
campaign in partnership with Airbnb supported by increases in
all other medias, including the addition of in-store ads in Target
stores nationwide.
$10 Million Campaign Impressions: 1.2-1.4 Billion.

20. page 19
LET’S TALK NUMBERS.
Brand Equity
Key campaign metrics boost Brand Equity
by at least 7% according to the three pillars
of the Millward Brown methodology.
=
24.2M
Households
918,248
Households
+
23.3 M
Households
Household Penetration
We increase household penetration by 0.5% in just one year, achieving the goal in half the time.
Household Rationale
Using industry benchmarks, we
calculated every step along the
conversion funnel, from first
impression to conversion. We
divided our media spend across three
phases: awareness, engagement and
conversion. We cast a wide net at
the top of the funnel, followed by
rich and targeted digital media at the
engagement phase, and push in-store
placements at the final touchpoints to
increase conversions.
24.2M Households
83.2M Millennials
x 100 =
29% Household
Penetration
Awareness
794,548,283 Impressions
14 Mediums
Meaningfulness
22,284,742 Clicks
1,722,000 Social Media Engagements
Salience
$22,497,076 in Sales
+
+
=
7%+
Increase in Brand Equity
=
918,248 Households
$5,000,000 Budget $5.45
Cost Per
Acquisition
=
$7,873,977 Profit
$5,000,000 Budget
1.57 ROI
918,248
Households x
7
Annual
Purchase Rate
6,427,736
Products
Sold
= x
$3.50
Average Cost
per Unit
= x
35%
Profit
Margin
=
$7,873,977
Profit -
$5,000,000
Budget =
$2,873,977
Net Profit
$22,497,076
Revenue
918,248 Households
OOH + Spotify + Social Media
$2.5M in Media
SEM + Programmatic
$500,000 in Media
In-store
$1M in Media
800M Impressions & 5M Budget
ENGAGEMENT
CONVERSION
AWARENESS
KPIs
CPM
CTR
CPC
Clicks
Lead Rate
CPL
Conversion Rate
Conversions
page 19(Benchmarks compiled from the following sources: BPS Outdoor, BVK, Ed Soehnel, Hubspot, Info Scout, MailChimp, Marketing Land, Nielsen, Statista)

21. page 20
CAMPAIGN EVALUATION.
Recipe Page
Goal Completions
Time on Site
Shares
Pages per Session
Out of Home
Sales by geography
In-Store
Sales
Microsite
Traffic Sources
Submissions
Pages per Session
Time on Site
Video Programmatic
CTR
Watch Time
Social
CTR
Shares
Profile Filter Use
Engagement
Hashtag Use
Watch Time
Search
CTR
Goal
Completions
Keyword
Performance
Radio
CTR
Playlist
Performance
Here’s how we’ll track it.
We will monitor the following KPIs from
test period to campaign completion. We
will optimize and set new goals by KPI and
medium over the course of the campaign.
Measurement Tools:
Here’s what you get.
Brand Equity
For the first time, Ocean Spray is making waves with Millennials. We drive a 7% increase in
Brand Equity, but what does that really mean?
Salience: Create lifelong fans
Millennials are choosy, but when a brand makes the cut, it sticks with them for a
lifetime. This campaign spans one year, but the financial benefits linger for many
years to come.
Meaningfulness: Build a relationship
Just like friends, Millennials surround themselves with brands that reflect who
they are and help them soar to the next stage in their lives. By speaking to
Millennials in a way that resonates with them, we make the Ocean Spray brand
meaningful to our demographic.
Awareness: Make an impression
Here’s our mission: Tell your story and change perceptions. With tactical media
and eye-catching creative executions, Ocean Spray speaks to Millennials with
purpose. With 800M impressions, Ocean Spray joins Millennials at different
points in the day to build the relationship at every interaction.
Dollar for dollar (and then some)
With this campaign, Ocean Spray is ready to make waves, but it’s about what’s under the
hood, too. We drive $22M in sales and generate an ROI of 1.57. With a $5M investment and
just one year’s time, we add value to the brand like never before.
KPIs:
Your cransformation begins here.
Ocean Spray has everything it needs to connect with Millennials.
It’s time to start the conversation. It’s time to Make Waves.
Link: References