Warc index
 

Juice sales were down 20% between 2000 and 2005 in the US as changing dietary habits hit the category. Ocean Spray's sales over the same period were down over 22%, and its household penetration droppe ...

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 w

This paper, which won a silver award, examines advertising’s role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray’s fortunes. With ...

The success of Ocean Spray advertising in cutting through competitive clutter to generate awareness, translated directly into superior brand awareness. At the end of the launch period, total awarenes ...