Ocean Spray Cooperative
NATIONAL STUDENT ADVERTISING COMPETITION (NSAC) - 2018
Develop a multi-channel marketing campaign that drives relevancy of the Ocean Spray brand for millennials (ages 24-34) across both food and beverage categories for both a 5MM and 10MM campaign.
Ocean Spray, founded in 1930, is a cooperative of over 700 families committed to the integrity and variety of the products they harvest. The brand loves its family-owned history, yet many consumers are unaware of this fact. Nationally, Ocean Spray gains traction only during the holiday season. Over 90% of the 172 millennials surveyed associated Ocean Spray with cranberries. However, the brand sells more than just cranberry sauce and juice. They sell a variety of different energy drinks, juices, and juice blends in addition to food products like craisins, cranberry sauce, and fruit clusters. Competitive brands, including Tropicana and Nature Valley, position themselves as high-energy and the go-to for a quick morning option. Other indirect competitors, like La Croix and Kombucha brands, position themselves as trendy and healthy, guilt-free options. Ocean Spray is none of these things.
So what can it be to millennials?
🧕🏼👨🏼🦱🧑🏾👨🏻👩🏿🦱👩🏼🦰- Millennials (ages 24-34)
A national survey found that millennials feel lonely more than any other generation; oftentimes, only putting their phones away to eat and shower. They are busy with work and feel disconnected from the world around them, despite their constant use of connected technology. Millennials feel obligated to broadcast an online presence that exudes confidence they do not have. In addition, many entered the workforce in 2008, at the height of the Financial Crisis, leaving millennials with a sense of uncertainty and lack of trust. Despite all this, they view experiences as a key to bonding with others. They want close, genuine relationships.
Introduction to the brand and its products -
Social, OOH, & Audio
Thinking about making a purchase with the brand - Social & OOH
Actively choosing the brand and its products -
Print, TV, Social,
In-store & Audio
Loyalty to the brand and its products - Social
Sharing the brand and its products with friends & Family - Social
Millennials crave the type of genuine connection and relationship that allows you to let your walls down and be yourself, brilliant flaws and all. The kind of bond where meeting for drinks or dinner turns into talking for hours.
Ocean Sprays products are often there during these moments. Whether with the family over Thanksgiving cranberry sauce, an afterschool snack with your kiddo, or a cranberry vodka with the girls, Ocean Spray is around when we build and strengthen our connections.
Ocean Spray feeds human connections.
“Communication is merely an exchange of information, but connection is an exchange of our humanity.”
- Sean Stephenson
Demonstrate the role Ocean Spray plays in preserving human connections, its products allow one to open up with friends and family. Ocean Spray lends itself to the universal truth that some things are better open—open eyes, open books, open minds, open hearts, and of course open Ocean Spray products.
Best Plans Book - District 3 - 2018
ROLE: Strategy & New Business
Katherine W. - CEO
Allie - Project Manager
Erin - Advisor
Ben - Advisor
William - Advisor
Elizabeth - Advisor
Liza - Strategy
Sam - Strategy
Jenna - Strategy
Julia K. - Strategy
Cooper - Analytics
Maddie - Analytics
Joe - Analytics
Julia U. - New Business
Hayley - AD
Elora - AD
Liz - CW
Virginia - CW
Mary Helen - AD
Ransom - AD
Anna - Media
Andrew - Media
Sidney - Media
Katherine D. - Media
Claire - Media
Daisy - Media
Marta - Media