Against all odds - The Australian launch of ocean spray cranberry juice drinks

The success of Ocean Spray advertising in cutting through competitive clutter to generate awareness, translated directly into superior brand awareness.

'Against All Odds' – Ocean Spray Cranberry Juice Drinks Launch

Debbie Kendall

INTRODUCTION

Ocean Spray Cranberries, Inc. is a marketing co-operative owned by cranberry growers based in Massachusetts.

They harvest 75% of the world's cranberries.

Ocean Spray's primary business is to promote the image, consumption and taste of cranberries.

In recent years, cranberry sales in the United States have plateaued and profits have been squeezed. This is due to generics and housebrands, competition from independent suppliers and share erosion due to 'New Age' juice based introductions.

The business objective was to build a stronger, more sustainable business long term and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands