Oceanspray "Straight from the Bog" Campaign
Transcript of Oceanspray "Straight from the Bog" Campaign
Ocean Spray Cranberries Inc.“Straight from the Bog”
Emma NicholsHolly Raine DesMeules
Started over 80 years ago.
Leading producer of shelf-stable juice drinks.
The concept of “Straight from the Bog.”
Ocean Spray
Primary Agency – Arnold World Wide◦ http://www.arn.com/
Media Agency – Zenith
Contributing Agency – Weber Shandwick
Agency
America was getting fat.
The avoidance of drinking fruit juice.
Sales were down and so were Ocean Spray Sales.◦ Ocean Pray sales were down 22%.
Online survey
Problem/Research
Capri Sun
Motts
Welch’s
Hi-C
Competitors
Give their consumers the health benefits of drinking cranberry juice.
Find a way to get this message in a way that would be relevant to their consumer.
What they needed to do
Increase base volume Increase share of market Increase web traffic & cranberry club
membership Get our marketing notices with consumers,
the press, and selfishly, the industry. Increase and stabilize brand measures.
Objectives
Re-introduce America to the cranberry.
Phyto-chemicals called pro-anthocyanidins◦ A.K.A. PAC’s
Target audience – “boomer women.”
The slogan◦ “Powerful nutrients that cleanse and purify your
body and help strengthen your immune system.”
“The Big Idea”
Paid Justin and Henry
◦ http://www.arn.com/creative/work/straight-bog “Bogs across America.”
◦ http://www.arn.com/creative/work/bogs-across-america
Surrounding the “Bogs.” “Bog Squad” TV placements, Commercians, Radio,
Transit, Phone Kiosks.
Tactics
Cranberry Christmas◦ http://www.arn.com/work/case-studies/ocean-spray
Earned http://www.oceanspray.com/
Social Facebook
◦ http://www.facebook.com/oceanspray Twitter
◦ https://twitter.com/#!/OceanSprayInc
Tactics
Magazines, Adweek, New York Times.
Decas Cranberry Products.◦ www.scamberry.org
News Coverage
Objective 1: Increase Base Volume by 5% year over year:
Objective 2: Increase Share of Market: Objective 3: Increase web traffic by 10% &
Double Cranberry Club Membership: Objective 4: Get our marketing noticed with
consumers, the press, and selfishly, the industry:
Objective 5: Increase and stabilize brand measures:
Evaluation
On going. Sales are up. Successful.
Current
Weaknesses Objectives are vague. Small target audience. Research Slogan
Strengths Wide Variety of Tactics A lot of objectives Relatable
Opinion
Framing Theory
Advertising Theory
Two-Step Theory
Theories
“Hello, We’re Ocean Spray Growers.” Arnold Worldwide. Retrieved November 17, 2011 from http://www.studygs.net/citation.htm
“Ocean Spray Shares the Cranberry Story 'Straight from the Bog'.” PR Newswire.
Retrieved November 17, 2011 from http://www.prnewswire.com/news-releases/ocean-spray
“Straight from the Bog.” Effie Awards. Retrieved November 17, 2011 from http://s3.amazonaws.com/effie_assets/2008/2336/2008_2336_pdf_1.pdf
“Integrated Marketing Campaigns.” Slide Share. Retrieved November 17, 2011 from http://www.slideshare.net/digitalvidya/integrated-marketing-campaigns-
References