oceanspray "straight from the bog" campaign
TRANSCRIPT
Ocean Spray Cranberries Inc.“Straight from the Bog”
Emma NicholsHolly Raine DesMeules
Started over 80 years ago.
Leading producer of shelf-stable juice drinks.
The concept of “Straight from the Bog.”
Ocean Spray
Primary Agency – Arnold World Wide◦ http://www.arn.com/
Media Agency – Zenith
Contributing Agency – Weber Shandwick
Agency
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
Problem/Research
Capri Sun
Motts
Welch’s
Hi-C
Competitors
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.
What they needed to do
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.
Objectives
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.”
“The Big Idea”
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, Phone Kiosks.
Tactics
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
Tactics
Magazines, Adweek, New York Times.
Decas Cranberry Products.◦ www.scamberry.org
News Coverage
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:
Evaluation
On going. Sales are up. Successful.
Current
Weaknesses Objectives are vague. Small target audience. Research Slogan
Strengths Wide Variety of Tactics A lot of objectives Relatable
Opinion
Framing Theory
Advertising Theory
Two-Step Theory
Theories
“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.pdf
“Integrated Marketing Campaigns.” Slide Share. Retrieved November 17, 2011 from http://www.slideshare.net/digitalvidya/integrated-marketing-campaigns-
References