ocean spray pink launch
01
challenge
Ocean Spray is known for its classic Cranberry Classic Juice Drink, a staple in many households. However, the brand’s core association with older consumers presented a challenge: how to engage a younger demographic and reimagine cranberry juice for a new audience. The goal was to launch Pink Cranberry Juice Drink as a fresh, modern option appealing to new consumers.
02
insight
Younger audiences value products that stand out and align with their evolving tastes. By emphasizing the unique blend and sweeter, fruitier profile of Pink Cranberry Juice Drink, the product is positioned as an exciting, unconventional choice in a category often perceived as traditional.
03
idea
Bring the message ‘Juice done differently’ to life through an integrated shopper and social campaign to maximize Pink’s impact across all channels:
Shopper Campaign
Eye-catching in-store displays, including bold end caps, aisle fins, and digital banners, created excitement and visibility at the point of purchase.
Social Campaign
On TikTok and Instagram, we highlighted Pink’s versatility—enjoyed solo, in cocktails, or with prosecco—using a mix of branded and influencer-style content to engage younger audiences.
04
Results
During the campaign period, one carton of Pink was purchased every 30 seconds across the UK. The campaign achieved 5.5 million impressions on TikTok and 6.3 million impressions on Meta platforms.