Ocean Spray - discover cranberry, the wonderberry

Ocean Spray was a declining brand in a declining fruit juice category during the 2000-2005 period. It had become side-lined when media attention focused on diet and obesity, even though cranberries were generally known to have healthy properties.

Ocean Spray – discover cranberry, the wonderberry

FACT: OCEAN SPRAY WAS A DECLINING BRAND, IN A DRASTICALLY DECLINING CATEGORY.

In the good old days, or even ten years ago, 'drink your juice' was never doubted as a healthy choice in anyone's day. But in the last decade, all the media attention on obesity and the explosion of low carb diets in the early 2000's left Ocean Spray's flagship Cranberry Juice Cocktail out of touch with the contemporary consumer.

Despite being a trusted brand name for over 75 years, Ocean Spray hadn't enjoyed sales growth in over 5 years. The entire...

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