Skip to main content

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. 

Comments

Popular posts from this blog

What is Biri marung?

Biri marung" is a term in Chewa/Nyanja, a language spoken in Zambia, Malawi, and parts of Mozambique. It directly translates to "hyena in the sky" or "flying hyena.  It is often used in folklore and traditional beliefs in African cultures to refer to supernatural beings or mysterious occurrences, particularly those associated with witchcraft or spirits. In music, "Biri Marung" is a popular Amapiano track released in November 2024 by South African artists Mr Pilato, Ego Slimflow, and Tebogo G Mashego, featuring Sje Konka, Focalistic, DJ Maphorisa, Scotts Maphuma, and CowBoii.  The song has gained significant attention, with its official audio available on YouTube.  Additionally, it has been featured on various music platforms, including Apple Music.  The track has also inspired dance challenges and covers on social media platforms like TikTok, contributing to its viral status.  "Biri Marung" has been recognized for its impact in the music industry...

The world needs the Gifts and Skills that only you have

 TAP THE UNTAPPED. RELEASE THE RESERVOIR. Learn more at the Ransford Online School. Your life has the potential to fulfill your purpose. If, however, you imprison that potential, you rob your life of its purpose and fulfillment.  You and every other individual on this planet possess an awesome treasure. Too much of this treasure is buried every day, untapped and untouched, in the cemeteries of our world.  Much talent, skill and creativity have been lost to the world for want of a little courage. Many obscure men and women enter eternity pregnant with potential, with a still-born purpose. Living with ability brings responsibility. Dying with ability reveals irresponsibility. Everything in creation was designed to function on the simple principle of receiving and releasing. Life depends on this principle.  What if the plants refused to release the oxygen they possess or if we human beings refused to release the carbon dioxide we produce?  The result would be chaos...

Factors that drive wants

We live in society that all of us never want the same thing. However, what are factors that influence our wants? In this post, let's unpack few of them speaking as we are walking: 1. Dreams : Everyday we dream of getting something done or reaching a certain goal. Those dreams lead us searching or seeking some objects (wants) to achieve or realize them.  A dream of getting marry by December 2025 could have led someone to engage a bank or insurance that offers " About to wed " products. 2. Urgency : urgency creates tension and want. If Kettle is boiling, you won't fold your hands. Urgency creates desperate want. A man in coma creates want for Oxygen. The  Taliban takeover  created want for moving Afghans. 3. Status Roles : Every status possess some roles and expectations. A new student resuming in a campus must want books, tablets or mini Laptop, change in wears and others. A pregnant woman or a soon-to-be-mum wants baby care products. Local farmers in Africa want hoes ...