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Oceanspray "Straight from the Bog" Campaign

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Oceanspray "Straight from the Bog" Campaign

  1. 1. Emma NicholsHolly Raine DesMeules
  2. 2.  Started over 80 years ago. Leading producer of shelf-stable juice drinks. The concept of “Straight from the Bog.”
  3. 3.  Primary Agency – Arnold World Wide ◦ http://www.arn.com/ Media Agency – Zenith Contributing Agency – Weber Shandwick
  4. 4.  America was getting fat. The avoidance of drinking fruit juice. Sales were down and so were Ocean Spray Sales. ◦ Ocean Pray sales were down 22%. Online survey
  5. 5.  Capri Sun Motts Welch’s Hi-C
  6. 6.  Give their consumers the health benefits of drinking cranberry juice. Find a way to get this message in a way that would be relevant to their consumer.
  7. 7.  Increase base volume Increase share of market Increase web traffic & cranberry club membership Get our marketing notices with consumers, the press, and selfishly, the industry. Increase and stabilize brand measures.
  8. 8.  Re-introduce America to the cranberry. Phyto-chemicals called pro-anthocyanidins ◦ A.K.A. PAC’s Target audience – “boomer women.” The slogan ◦ “Powerful nutrients that cleanse and purify your body and help strengthen your immune system.”
  9. 9.  Paid Justin and Henry ◦ http://www.arn.com/creative/work/straight-bog “Bogs across America.” ◦ http://www.arn.com/creative/work/bogs-across- america Surrounding the “Bogs.” “Bog Squad” TV placements, Commercians, Radio, Transit, Ph one Kiosks.
  10. 10.  Cranberry Christmas ◦ http://www.arn.com/work/case-studies/ocean-spray Earned http://www.oceanspray.com/ Social Facebook ◦ http://www.facebook.com/oceanspray Twitter ◦ https://twitter.com/#!/OceanSprayInc
  11. 11.  Magazines, Adweek, New York Times. Decas Cranberry Products. ◦ www.scamberry.org
  12. 12.  Objective 1: Increase Base Volume by 5% year over year: Objective 2: Increase Share of Market: Objective 3: Increase web traffic by 10% & Double Cranberry Club Membership: Objective 4: Get our marketing noticed with consumers, the press, and selfishly, the industry: Objective 5: Increase and stabilize brand measures:
  13. 13.  On going. Sales are up. Successful.
  14. 14. Weaknesses Objectives are vague. Small target audience. Research SloganStrengths Wide Variety of Tactics A lot of objectives Relatable
  15. 15.  Framing Theory Advertising Theory Two-Step Theory
  16. 16.  “Hello, We’re Ocean Spray Growers.” Arnold Worldwide. Retrieved November 17, 2011 from http://www.studygs.net/citation.htm “Ocean Spray Shares the Cranberry Story Straight from the Bog.” PR Newswire. Retrieved November 17, 2011 from http://www.prnewswire.com/news- releases/ocean-spray “Straight from the Bog.” Effie Awards. Retrieved November 17, 2011 from http://s3.amazonaws.com/effie_assets/2008/2336/2008_2336_pdf_1.p df “Integrated Marketing Campaigns.” Slide Share. Retrieved November 17, 2011 from http://www.slideshare.net/digitalvidya/integrated- marketing-campaigns-

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