Launching Ocean Spray ‘Pink’ NPD

 

We’re delighted to be helping Ocean Spray launch their latest innovation; the deliciously fruity and sweet Pink Cranberry Juice Drink. 

Ocean Spray has long been famous for its classic Cranberry Classic Juice Drink, cherished by many households.  Traditionally associated with older consumers, Ocean Spray entrusted to launch their trailblazing Pink product, with a strategic move to engage a younger demographic.

For many non-cranberry juice drinkers, Ocean Spray may not be their first choice due to its perceived tartness. However, Pink addresses this concern head-on by offering a distinctive blend of pink, red, and white cranberries that boast a naturally sweeter fruitier taste.

 

Shopper campaign

Starting in store, we’re delivering the core message ‘Juice done differently’ married with eye-catching visuals that communicate taste excitement across an array of supermarket POS, from high impact blank end displays, to attention-grabbing aisle fins and digital banners, where we’re driving visibility and awareness close to the point of purchase.

 

Social amplification

To build wider awareness and consideration of Pink, we’ve launched an expansive social media campaign across TikTok and Instagram, platforms selected to connect with a slightly younger audience.

The social campaign emphasises the overarching theme of ‘Juice done differently,’ spotlighting Pink’s versatility in a range of consumption occasions, be it sipped solo, used into cocktails and mocktails, or even adding a touch of sophistication to a glass of prosecco.

Our content strategy employed a mix of branded content and more native feeling influencer-style content for brand building across platforms. 

 

 

Our role has included campaign creative development, photography, shopper assets and social media content and media buying.

 

The campaign launched on 1 November, and we’re looking forward to seeing the results!