You can invent a Campaign to Sell your Skills Like Ocean Spray

Despite a decline in sales of the fruit juice category, Ocean Spray’s inventive campaign grew sales of all its cranberry products by a remarkable 10%. http://www.oceanspray.com

Ocean Spray faced a tough situation in  2004. Domestic sales was flat for five (5) years and there has been o longtime decline in-house penetration. Sales in the juice category as a whole suffered from concern over increased competition from other types of beverages. Cranberry juice was known among women as an effective way to keep the urinary tract healthy - not necessary a product benefit with broad appeal.

Ocean spray, an agricultural cooperative growers of cranberries, hired Arnold Worldwide to guide its marketing communications. Working closely with new Ocean spray COO, and experience marketer, Ken Romanz, Arnold decided to ” introduce the cranberry to America ” as the surprising versitile, little fruits that supply modern day benefits, through a ” 360-degree” campaign that used facets of communications to reach consumers in variety of settings and to support the full  range of products in different forms.

Arnold strategy was to Kinetize the energy, unique DNA of the Ocean Spray cooperative, and the realization of the heart of the brand was  in the cranberry bogs and remain still. The agency decided to focus on the bog to tell authentic, honest, and perhaps, surprising story dubbed, ” Straight from the bog”. The campaign was tirelessly integrated across website, Tv, External events, in-store displays, PR and television. It was designed to also reinforce two key brand benefits: Ocean Spray products taste good, and were good for you”. 

With this Kinetizing marketing, sales was lifted by 10% despite decline in the fruit-juice category.

Read the details at: Laurie Peterson, ” Breakaway Brands: Ocean spray Tells it from the Bog”, Mediapost, October, 9, 2006. 

http://www.mediapost.com/publications/article/49302/breakaway-brands-ocean-spray-tells-it-straight-fr.html