People know and recognize Ocean Spray Cranberries. However, many consumers—specifically, millennials—don't find the brand or its products relevant to their lives outside of celebrating thanksgiving, mixing cocktails, or curing a UTI.
How Can Ocean Spray overcome millennials' indifference to its products by generating relevancy in atypical situations?
The goal for this campaign was drive relevancy of the ocean spray brand for a millennial audience by increasing brand equity and household penetration.
During my freshman year of college, I became involved with The Nittany Group, Penn State University's chapter of the national Student Advertising Competition (NSAC). Serving as a member of the Strategy and Creative teams, I had the opportunity to be involved with the "Experience Something Better" campaign from the research phase to creating concepts and copywriting.
This was the first campaign I worked on with the Nittany Group, a team I would lead four years later.
View some highlights from our campaign below:
View the Full Campaign Below:

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