Oceanspray Plansbook

SuEmXmECaUryTIVE TABLE OFContents

Ocean Spray has a rich 90 years of grower-owned history. It is a brand 1 Executive Summary
that owns 65% of the cranberry market and has developed diverse 2 SITUATIONAL ANALYSIS
products and innovations, such as Craisins and Pact.1 3 Research Overview
4 Brand Perception
After researching Ocean Spray’s brand heritage, we’ve concluded it 5 Consumer Segments
is relevant to Millennials. Its unique family farm co-op model allows 6 insights to strategy
consumers to know exactly where the fruit is grown and sourced 7 Plan of Action
and by whom – something that is important and appealing for this 8 Campaign Overview
audience as they seek transparency from companies. 9 Creative Executions (Phase 1)
13 CREATIVE EXECUTIONS (Phase 2)
This facet of Ocean Spray has always been there. Now, our campaign 17 Media Flow Chart
will highlight it and put these brand attributes front and center, as we 18 Campaign Evaluation
ask the target to “Come to the Bog”. 19 Additional Recommendations

THE CHALLENGE

Drive relevancy among Millennials with a nationwide
campaign that showcases the unique Ocean Spray way
of life.

THE OBJECTIVE
Increase brand equity by 7%+ among
Millennials
Generate 0.5% increase among
Millennials’ household penetration in
two years


1.

Ansailtyusaistional

Today, Millennials perceive traditional juices as This search for new, healthier options has also spread
too sweet, caloric and artificial. Instead, they turn to the snack industry. Consumers are choosing dried
to beverages that are low in sugar, have more fruits to satisfy their cravings instead of salty snack
natural ingredients and are exotic in flavor. These alternatives.5 Private labels are winning in this
drinks include flavored, sparkling and functionally category, as they are perceived to have as much
enhanced waters. (e.g. water enhanced with quality – and a lower price – as the known brands.6
electrolytes, aloe vera, lucuma and other
superfoods).3 In this competitive landscape, Ocean Spray
continues to be a well-recognized juice and
Capitalizing on these trends, the industry has snack brand with their flagship cranberry juice,
saturated the market with new and innovative drink sauce and dried fruit. While most competitors aim
products. In fact, 4,373 new beverage products to capture Millennial loyalty with trendy flavors
were launched between January and November of and ingredients, Ocean Spray’s strengths can be
2017.4 It is no wonder the traditional juice market leveraged to connect with Millennials on a deeper,
has stagnated. more relatable level.

This graph gives a quick view of the category that Ocean Spray competes in now. It is not just about juices
anymore. Consumers are substituting flavored and enhanced waters for juice.

KEY:

2.

OvRerEvSiEeAwRCH RESEARCHMethods
From a nationwide survey to qualitative studies Shelf Analyses of Supermarkets Interviews & Word On-Site
like taste tests and shelf analyses, we made some & Convenience Stores: Associations: Visit
valuable discoveries: Ocean Spray is hidden Millennials know
among competitors on the
Millennials perceptions of Ocean Spray shelf including private labels. Ocean Spray as

How, when and why Millennials buy the “cranberry brand.”
cranberries/ cranberry products
Social Media Listening Studies: Secondary Total Research
The connection between Millennials and Millennials don’t find Research Studies Impressions
Ocean Spray Ocean Spray’s social content & Industry/
interesting or relevant. Market Articles

Taste Tests: Survey Respondents:
Millennials generally don’t Millennials go-to drink
prefer the cranberry flavor, is water. Only 9% prefer
but enjoy Craisin variations. juice.

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

700+ co-op family farms7 Low awareness of new Ocean Introduce more experiential Oversaturation within the
Spray products like Organic, marketing beverage market10
Competitive advantage of the Pure, Pact
cranberry market (65%)8 Capitalize on “shareable Negative connotation of juices
Low awareness of brand economy” trend
Large variety of products, such heritage and snacks with “too much
as mixed cranberry juices and Implement more product sugar” 11
Craisins Millennials only associate innovation and personalization
cranberries with Thanksgiving trends9 Unforeseen economic impacts
and Christmas such as tariffs, government
regulations andlabor costs

3.

PercBeRpAtiNoDn It’s a good brand with high quality
products and something I can trust.
Through primary research, we explored Millennials’ current perception
of the Ocean Spray brand. Overall, most respondents recognize the Ashley, 30
blue wave logo or reference “the two guys in the bog.” The packaging is
recognizable, but outdated and also indistiguishable from private label If it was organic, i’d love it.
juices such as Walmart’s Great Value brand.
Kate, 25

46% every thanksgiving my grandma makes
cranberry sauce with their cranberries.
are able to recall, with
Mark, 27
no prompting, that
Cranberry products Word ASSOCIATION
Ocean Spray is are not top-of-
mindtvv
“the cranberry
brand.”

40% Negative perceptions of the brand JuiceCranbSerwryeMeixter
are due to high sugar content snf RraVedauciritkety
associated cranberries or unnatural ingredients in the
products. The target is not aware Family
with either of Ocean Spray’s Holiwdaavyes sUuTtIrgHRDaeearfadirrlntiekythshyioitnnagastly
healthier products,
cranberry sauce such as Organic, 2ocgeuanys
or thanksgiving. Pact or Pure.

58% the target is
surveyed have a unaware of
the brand’s
positive
heritage
perception of and co-op
structure.
Ocean Spray.

4.

cCrRanAbNeBrrEyRRY

Consumer SsEeGgMmEeNnTtSs
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cheapest prices.12 Millennials are the first generation that is accustomed to research at their fingertips.

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MMoottiivvaattiioonnss MMoottiivvaattiioonnss MMoottiivvaattiioonnss MMoottivivaattioionnss MMoottiivvaattiioonnss

Loves cranberries in Knows health benefits Cranberries are not Appreciates the Sticks with what they
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dearitnCk prauirseincs rraignhbteorruyt ccroannbsuemrreyr pcrroadnbucetrsries sfuegwgetismteeds.aUyneaawra, orer of cvreanrsbaetirlrityypinrordeucciptseas. cprraondbuecrtrsi.es are not
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pcruarenbcerrarnybperrordy ujucitcse. ojrusotcoccacsaiosnioanllayllyfofror unless the products are heonlihdaanycs)e. anything from primarily drink water,
rCeognusluamrlye.s cranberry ssppeeccifiifcicaailimlmeennttss. such bought for others. salads to baked goods, tea, and coffee
products regularly. as a UTI. which makes it an products.
AAssssuummppttiioonnss attractive ingredient.
AAssssuummppttiioonnss AAssssuummppttiioonnss AAssssuummppttiioonnss
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bOrcaenadnfoSpr rcaryanisbtehrerytop therefore this brand Recognizes Ocean SUpnraawyabrreaondf .Ocean
pbrroandducftosr. Acrreanbbrearnrdy has credibility to them. SOprcaeyabnrSapndraby emcaakueses Spray brand.
lporyoadl.ucts. They are thqeuiarlpityarpernotds ubcotus,gwhthiict.h
brand loyal. means they have 13
quality ingredients.
5.

StrINaSteIGgHyTS TO brand
iNSIGhTs
From the research, key insights were identified for the brand and the category that make
Ocean Spray relevant to Millennials: Ocean Spray has all the elements of a brand
that appeal to this target:
target market iNSIGhTs farming trend connects
them to nature It is a co-op of 700+ family farms that
They carfeoaobdoiustfrwohmere their own the brand.17
Cranberries are sourced right on these
of Millennials surveyed Millennials aspire to farms.
agree with this become farmers, get The farmers care about sustainability of
statement. back to nature and grow the land, so they can pass it down to the
their own gardens/food.16 next generation.

say sustainably-sourced co-op structure is Ocean Spray should leverage this by
ingredients are very appealing to millennials speaking to Millennials about these
important in their brand values.
purchase decisions.14 They prefer locally
sourced organic category
target has a passion for produce from co-op iNSIGhTs
travel & experiences farmers and community
markets. In today’s beverage landscape, Ocean
of Millennials want to Spray is seen as too traditional in what has
learn something new become a highly innovative industry.
while traveling.15 The brand has several products that will
appeal to Millennials: Pure, Pact and
Organic fit into what this target seeks.

Ocean Spray needs to do more
promotion for these products that appeal
to the target.

6.

Actpiloann of Campaign Manifesto
Strategy & big idea
An Ocean Spray
Our strategy positions Ocean Spray as a heritage cranberry isn’t
brand whose essence is defined by the farm families just a cranberry.
who grow the cranberries. These families and their
cranberry bogs make Ocean Spray different from It’s an early start before the sunrise.
other food and beverage competitors. It’s a pair of waders and a ton of hard work.
The campaign message of this strategy is a call to A smile, a perfect day and over 700 different family
action for the target to, “Come to the Bog,” as an farms. It’s an experience that you have to see for
escape to a place with history, heritage and family. yourself. Because our co-op isn’t just harvesting
It has two meanings: “Come to the Bog,” literally cranberries. It’s harvesting all of the quirks,
-- but also “Come to the Bog” by enjoying Ocean traditions and heritage that goes with our brand and
Spray products. the boggers who own it. So even if you can’t actually
visit, just take a sip or a nibble of some Ocean Spray,
Campaign logo
and you’ll be right here with us.
This logo for Phase 1 promotes the “Come to the
Bog” experience and is lighter in branding. oCEAN sPRAY. Come to the bog.

COME

BOGTO THE

7.

OveCrAvMiePwAIGN PHASE 1 PHASE 2
Built from target audience and brand insights, the “Come to the Bog” campaign is
developed through two phases:

Phase 1 (June-October) Phase 2 (November-May) JUNE OCT/NOV JAN MAY

Seeks to increase awareness of Ocean Focuses on promoting Ocean Spray Come to the Come to the Bog: Product Push
Spray’s brand heritage and drive products with the goal of increasing Bog: Contest Partnership: Airbnb
engagement through high reach media sales. During this phase, the creative Cause Marketing: FFA
and creative executions. A national will emphasize that every bite and sip Partnership:
contest will launch in which the target can of an Ocean Spray product brings the Airbnb
apply at the “Come to the Bog” microsite experience of the bog. This phase begins
to become boggers for a week and with holiday promotions, then leads to an
experience the co-op’s proud traditions. exclusive partnership with Airbnb. Cause
marketing that contributes to the Future
Farmers of America is also added. Holiday

BUDGET DMAS media overview

With a $5 million budget, media The top 10 markets with the highest concentration of Millennials DIGITAL Outdoor/
placements will include digital, out-of- will be used for out-of-home and experimental media.18 ambient
home, experiential, cause marketing Facebook
and a partnership. Instagram Subway/Train
LinkedIn Bus
92 6 YouTube Airports
Hulu Malls/Restrooms
4 5 Spotify Supermarkets (Trad.)
8 Online Displays Gas Stations
1. Austin, TX 10 Scan & Go Convenience Stores
3 Voice Search In-Store POP
1
2. Salt Lake City, UT 7 cause marketing/ experiential
partnership
3. San Diego, CA Pop-up Kiosks
FFA Vending Machine
4. Los Angeles, CA Airbnb Cran-terns
Produce Panic
19% Out-of-Home/Ambient 5. Denver, CO
10% Experiential
30% Cause Marketing/Partnership 6. Washington, DC
41% Digital
7. Houston, TX

8. Las Vegas, NV

9. San Francisco, CA 8.

10. Dallas-Ft. Worth, TX

CREATIVE JUNE-OCTOBER PHASE 1

Executions &RAMTIEODNIAALEs “Come to the Bog” Microsite

“Come to the Bog” Experience Acting as a hub in Phase 1, this microsite allows consumers to submit their video applications
for the “Come to the Bog” experience.
As part of a national contest, Ocean Spray will invite 50 pairs
(100 total) of the target audience to stay with a cranberry co-op
family for one week during harvest time. Applicants will submit a
video, no longer than a minute, describing why they would make
great boggers. Ocean Spray will pick the winners based on these
submissions. During their stay, winners will experience and learn
the life of a cranberry bogger.

The contest will be prominent throughout all executions until
winners are announced.

Digital 9.

“Come to the Bog” Launch Videos

The campaign will launch with 15-second and 30-second videos on
YouTube and Hulu showcasing Ocean Spray co-op families inviting viewers
to apply for the competition and visit the microsite.

See the videos here:
Launch Video 1: vimeo.com/260646443
Launch Video 2: vimeo.com/260646468
password: NSAC18Team500

19
20

CREATIVE JUNE-OCTOBER PHASE 1

Executions &RAMTIEODNIAALEs

Digital

LinkedIn, Facebook and Instagram boosted and
organic posts will put out the call for boggers. They
all link back to the microsite.

87%

of Millennials reported having
a Facebook account21

59%

of Millennials are active users22

38% 10.

of LinkedIn job hunting
professionals are Millennials 23

CREATIVE JUNE-OCTOBER PHASE 1

Executions &RAMTIEODNIAALEs
Online Display Ads Point-of-Purchase

Display ads will be placed on websites Vinyl floor decals will be placed in the aisles of grocery stores that lead to the Ocean Spray shelf.
most frequented by Millennials.24
A large shelf insert will be displayed around the Ocean Spray products with a monitor that plays a video
loop about the bog being the source of the products. There is also a coupon display.

PUBLISHING SITES: Experiential
SPECIALTY SITES:
e-COMMERCE: Pop-Up Kiosks

The kiosk is a place where the consumer can
actually film his/her video submission for the
contest. After the video is submitted, users will
receive an Ocean Spray sample. This interactive
opportunity generates user content and gives
consumers an experiential way to submit an
application.

Cran-terns

To celebrate the cranberry harvests around
the country, Ocean Spray will set up a “Cran-
tern” booth at cranberry festivals. Cranberry
shaped lanterns will be released to signify the
cranberries rising in the bogs. This event will be
promoted on social media and encourage user
generated content.

11.

CREATIVE PHASEJUNE-OCTOBER 1

Executions &RAMTIEODNIAALEs

Out-of-Home

Our OOH and ambient advertising puts out the call for boggers
on buses, posters, gas pumps, airplane trays and in kiosks. These
are in high traffic areas like malls, shopping centers and airports.

25 Airbnb Partnership

26 Ocean Spray will exclusively
partner with Airbnb for the
of Airbnb users are “Come to the Bog” experience.
between the ages of
25-34.27 User Generated Social Media
UGC from the contest using #CometotheBog.

12.

CREATIVE NOVEMBER-MAY PHASE 2

Executions &RAMTIEODNIAALEs Digital

Cause Marketing: YouTube Pre-roll
Future Farmers of
America (FFA) 15-second unskippable pre-roll
ads will run on YouTube to show
This national organization guides how consumers can “Come to
students to a career in agriculture the Bog“ with every sip.
through education. 28 Throughout
Phase 2, Ocean Spray will donate See the video here: Social Media
a portion of its proceeds to FFA.
vimeo.com/260646496 Consumers will create user-generated content when they
PR Stunt: Produce Panic password: NSAC18Team500 visit the bogs through Airbnb. Ocean Spray will re-post this
content and encourage others to also book an experience.
Ocean Spray and FFA want to give
shoppers a glimpse into a scary future if
there were no farmers. That’s why they’re
taking over local grocers and clearing
out the produce section. Instead of
finding fresh produce, customers instead
see tubes of flavored, nutritional paste.
Behind the stores, Ocean Spray and FFA
then reveal their own Farmer’s Market to
show the importance of farmers.

Voice-Activated Technology

Google Home and Amazon’s Alexa will recommend specific Ocean

Display Spray products or recipes that reference bidded-on key terms,

This Amazon banner ad invites mimicking PPC technology. 43%
users to Ocean Spray’s website.

72% Spotify of Millennials used voice-

Mid-stream radio spots will convey the activated devices to make

of Spotify listeners feeling of going to the bog through a purchase in 2016.30
are Millennials.29 Ocean Spray products.

vimeo.com/260648007 password: NSAC18Team500

13.

CREATIVE NOVEMBER-MAY PHASE 2

Executions &RAMTIEODNIAALEs

Out-of-Home

Train/Subway Stations

A looping display ad demonstrates how the
consumer is transported to the bog with every sip.
Posters will push Ocean Spray’s Pact in subway
cars and stations in the Millennial DMAs.

Vending Machines

This interactive vending machine prompts the consumer to say, “I want to come
to the bog,” creating user-generated content for the brand. The machine will then
dispense a free sample of an Ocean Spray beverage.

14.

CREATIVE End Cap Display NOVEMBER-MAY PHASE 2

Executions &RAMTIEODNIAALEs Scan & Go

Point-of-Purchase A relatively new technology that streamlines the
shopping process for the consumer. Scan & Go
At the point-of-purchase, there will be ads on checkout conveyor belts, end provides a quick reminder to include Ocean Spray
caps, shopping carts and coolers. products in their shopping cart.

Digital Cooler

Coolers will be placed
beside the checkout conveyor
belt in grocery stores and
supermarkets. Digital glass
displays with loop animation
show footage of the cranberry
harvest.

Conveyor Belt Shopping Cart

#ComeToTheBog 72%

of Millennials say they are
likely to use code-scanning

for convenience.31

15.

CREATIVE NOVEMBER-MAY PHASE 2

Executions R&AMTIEODNIAALEs “Come to the Bog”: Product Push

Holidays Phase 2 will emphasize the feeling of being on the bog with every
taste, as well as highlight Ocean Spray’s healthier beverages, such as
For the holiday season, the campaign will show new holiday Pact and Pure. This phase focuses on driving sales.
traditions and how Ocean Spray continues to be a part of them.

See the video here:

vimeo.com/260646530
password: NSAC18Team500

Social Media

Ocean Spray will continue boosted and organic posts
throughout Phase 2. Content showing “new traditions”
and featuring their products will be on Instagram and
Facebook.

Airbnb

Ocean Spray will
create boosted
social posts that
invite consumers
to book their own
bog trip through
Airbnb.

16.

Flow ChMarEtDIA

OCT

Experiential

Produce Panic
Airbnb

17.

Evalucaatimopnasign

Marketing Objectives Evaluation Expected Results

Increase in brand Measure audience engagement on social media, microsite traffic 7%+ increase in brand equity
equity and brand and the number of experiences booked through Airbnb. and brand awareness among
awareness among Use focus groups and surveys to measure post-campaign brand Millennial audience.
Millennials by 7%+. awareness and perceptions.
Increase Millennial population
Increase Millennial Use IRI data to measure sales figures, gauging growth throughout household penetration by 0.5%.32
population HH the campaign year in our Millennial DMAs.
penetration by 0.5%. Increase Millennial sales
Measure sales quarterly from DMA stores and digital sales. nationally year-round.
Increase sales of
all Ocean Spray Assess sales tactics according to in-store and digital advertising, Increase engagement by 20%
products outside of including Scan & Go. Increase interactions on
the holiday season. Instagram, LinkedIn and Facebook
Measure increase in Ocean Spray’s social media following, by 25%.
Increase Ocean mentions, shared content, etc.
Spray’s digital Analyze hashtags and use social media listening to determine
engagement and changes in consumer perceptions of Ocean Spray.
content relevance KPIs: Click-through-rates, conversions, bounce rates, keyword
to Millennials. search ranks, etc.

Sources

View for sources:

https://tinyurl.com/Team500Sources

18.

RecomAmDeDnIdTaIOtiNoAnLs
with $10 million

The $10 million total budget will be an enhancement of the Television 86% of Millennials
integrated campaign with the opportunity for more traditional watch prime time
placements. “Come to the Bog” contest spots will air in programming live.
Additions include:
Phase 1. Mid-Phase 2 will be teaser videos for
Broadcast television & radio spots in our Millennial markets the product innovation/experience. Including
Programmatic digital media buying broadcast TV will reach more Millennials than
Product Innovation & Coachella: ‘Bog in the Desert’ digital-only video placements.

This will more than Impression numbers will Radio AM/FM93%(broadcast)
increase from Product spots will launch Phase 2 of the campaign,
TRIPLE utilizing the power of audio describing the weekly reach among
22,440,962,000 experience of the bog with every sip or bite of Millennials remains
audience engagement to an Ocean Spray product.

and impressions 80,171,177,343

Further increases Further increases Programmatic digital media buying The average conversion for
household During Phase 1 & 2, targeted digital ads will be
brand delivered nationally across an online ad network 4x HIGHERprogrammatic buying rates
penetration in through bidding on the Millennial audience. than traditional methods.
awareness our target
audience.
and

purchase
intention

19.

PIrnondouvacttion & Coachella
BOG IN THE DESERT

With a $2.75 million investment, Ocean Inside Bog in the desert
Spray will introduce another innovative
beverage to the market: Cranberry- Limited-Release Product Hype
infused Sparkling Water. Beginning in
February, with a PR stunt that reveals Awaiting the public launch of the new product,
the new drink, its exclusivity will hype social media will be packed with hype content
consumers up for its public launch at leading up to Coachella.
the 2019 Coachella Valley Music & Arts
Festival in April. Coachella

New Product This all-new product’s official release
starts at Coachella with free samples
PR Scavenger Hunt of the flavored sparkling water
accompanied by an air-conditioned
The top-secret Ocean Spray “Bog in the Desert”. Branded
product will be placed in the 10 misting fans distributed throughout
Millennial DMAs for consumers to the grounds will entice festival-
find on the launch day in February. goers to cool off with Ocean Spray
Clues will be given out on social and stay hydrated with the new
media for participants to seek Cranberry-infused Sparkling Water.
out the new product. The people
who find it will receive two tickets
to Coachella in April, where the
product will have its official launch
nationwide.

Rationale 20.

We found that nearly half (45%) of music festival-goers are Millennials. 63% of those said they
would see a brand more favorably if it gave out something with a practical use especially in the
moment. 80% felt they were more likely to recommend a brand on social media after seeing or
trying it at a festival.36