LIFE COMES FULL CIRCLE
OCEAN SPRAY CAMPAIGN
The Challenge: Develop an INTEGRATED ADVERTISING CAMPAIGN targeted at Millennials (ages 24-35) FOR OCEAN SPRAY & present it at the 2018 National Student Advertising Competition. THE CAMPAIGN'S OBJECTIVE IS TO DRIVE RELEVANCY, MEASURED BY BRAND EQUITY & HOUSEHOLD PENETRATION.
LIFE COMES FULL CIRCLE PRESENTATION DECK
Through various in-depth interviews, surveys, taste tests, and 1,500+ research impressions, Ocean Spray was found to have positive associations of taste and childhood household consumptions.
Millennials associate Ocean Spray's cranberry taste with their childhood and family traditions.
RESEARCH
INSIGHT
Ocean Spray is a part of the traditions Millennials have, coming full circle when they keep the tradition going into their current lifestyles.
After selecting various in-store, OOH, and social media advertising, the campaign was evaluated through set KPIs to gauge success, brand awareness, interest, and trial.
BIG IDEA
RESULTS
