Ocean Spray Cranberries, Inc.: Crave The Wave campaign

Susan Risland

The "Crave the Wave" advertising campaign established a new brand image for Ocean Spray Cranberries, Inc., and appealed to consumers who had not been the company's traditional customers.

Ocean Spray Cranberries, Inc.: Crave The Wave campaign

Susan Risland

Overview

The "Crave the Wave" advertising campaign established a new brand image for Ocean Spray Cranberries, Inc., and appealed to consumers who had not been the company's traditional customers. In previous campaigns Ocean Spray had been marketed primarily to children, older adults, and mothers shopping for their families. Thanks to a new distribution strategy and the growing popularity of fruit juice as a beverage for young adults, the company expanded its customer base by repositioning its products. The "Crave the Wave" campaign used a photograph of a gigantic ocean wave...

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