THE PROBLEM
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 GOALS
The goal for this campaign was drive relevancy of the ocean spray brand for a millennial audience by increasing brand equity and household penetration.
THE CAMPAIGN
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:
