BE TOGETHER.CRAN TOGETHER.

TEAM272

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PACKAGE REDESIGN // 12WEBSITE REFRESH // 13SOCIAL MEDIA // 14BILLBOARDS // 16EVENT + GEOFILTER // 17 MEDIA TIMELINE // 18MEDIA BUDGET // 19MEDIA EVALUATION // 20

EXECUTIVE SUMMARY // 2CHALLENGES // 3RESEARCH SUMMARY // 4CONSUMER RESEARCH // 5KEY INSIGHTS // 6PERSONAS // 7CREATIVE BRIEF // 8THE BIG PICTURE // 9TV SPOTS // 10

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2EXECUTIVE SUMMARY

Millennials (ages 24-35) want to open their arms and welcome a product into their home. They want to

relate to the product. They want to get to know them. They want a friend.

Attracting a millennial consumer base is difficult, but is crucial when it comes to Ocean Spray's future success.

We know our consumers are social, as they have kids, enjoy recreational activities, and enjoy the overall feeling of togetherness.

We conducted strategic research to find the most convincing and relatable way to attract a millennial consumer base. From our insights, we need to reach millennials through a bold new campaign utilizing a variety of interactive media platforms.

By making Ocean Spray a relatable brand to our target audience, while developing a sense of togetherness, we’ll help convert millennials to become consistent Ocean Spray consumers.

Cranberries are just as social as millennials.

3CHALLENGE

C

Generate a 5% increase in awareness and positive affinity for Ocean Spray with millennialsWe need to reach and engage 1,000,000 millennials1

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To develop an advertising campaign that drives relevancy of the Ocean Spray brand for millennials across both food and beverages.

How can we communicate Ocean Spray’s story to millennials and make it relevant?

Increase household penetration 5% among millennialsWe need 1,000,000 millennials or 500,000 households to purchase Ocean Spray products

Maximize a $5 million budget from June 2018 - May 2019With an additional $10 million budget option

4RESEARCH SUMMARY

We conducted 26 in-depth interviews and the first survey aiming to understand millennials’ popular view of cranberries, Ocean Spray’s brand awareness and the general consumption trends of cranberry products

among millennials. Furthermore, a second survey focusing on product usage and a taste test focus group was developed to help us gain more detailed understandings of the specific preferences among all the current products and the reasons behind their preference. In addition, secondary research from Simmons Oneview, Mintel Oxygen and other sources have covered all 3 objectives to ensure all the findings from our primary research are well justified.

OUR APPROACH

WE WANT TO UNDERSTAND

• How millennials view and perceive cranberries.• How our target audience is responding to Ocean Spray's current promotion strategy.• General consumption trends on juice and dried fruit among millennials.

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5CONSUMER RESEARCH

Aiming to evaluate the taste among all our products, we conducted a taste test with 7 participants. The feedback suggests that Ocean Spray’s core products are more appealing to our target audience compared to their new products. Meanwhile, all our respondents believed that the packaging was not attention grabbing.

PRIMARY

We conducted two surveys. The first focused on people's opinions of cranberries and their perception of the Ocean Spray brand. Many were aware of the Ocean Spray brand and many enjoyed the taste of cranberries. Our second survey focused on the products themselves. We researched how often consumers bought the products and the overall awareness of those products. Many knew of the Ocean Spray core products, however few knew about their newer product lines.

7PERSONTASTE TEST

26INTERVIEWS

497SURVEYS

Our goal was to answer the following questions: How do people within our target demographic use Ocean Spray products in their daily lives? What are their opinions of the Ocean Spray brand and products. Many said they like Ocean Spray products but use them in social settings or mixed with something and not a stand alone product.

"I like this cranberry juice, it’s bold and has great flavor."

"I typically have cranberry products, when I am in a social setting, whether it is with friends or family."

Consumer testimonials: • Real consumer reviews from Amazon.

com and Walmart.com

• The results suggested the same results

that people like the core products.

Simmons OneView, Mintel Oxygen, and other sources:ww Used in order to gain in-depth information

about our target demographic.

• According to Mintel Millennials wants to

have fruit in their diet, which we believed it’s a great opportunity to Ocean Spray’s core products, especially the craisins.

• Studies suggested that more than three in four millennials (78%) would choose to spend money on an experience or event over buying something desirable.

SECONDARY

Morgan, B. (2015, June 01). NOwnership, No Problem: Why Millennials Value Experiences Over Owning Things. Retrieved from https://www.forbes.com/sites/blakemorgan/2015/06/01/nownershipnoproblem-nowners-millennials-value-experiences-over-ownership/#675fbc6b5406

Mintel. (2017, June). Fruit - US - June 2017 - Market Research Report - Mintel Reports. Retrieved from http://academic.mintel.com/

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Ocean Spray got the goods

KEY INSIGHTS

We just need to reach millennials in a way they can relate to

MILLENNIALS LOVE YOUR CORE PRODUCTS

Research suggested that millennials

prefered the cranberry juice products and craisins than the newly-developed products (e.g. Pact, mocktails, Cran-

energy, etc.).

TOGETHER, WE ARE BETTER

Both millennials and the cranberries share mutual

love of being social, making togethernes a value that connects millennials and Ocean Spray.

“There is no sufficient data that suggests millennials care about the

process of making the food.”

CURRENT MARKETING APPROACH IS NOT CONNECTING

Ocean Spray’s current promotion strategy

is not connecting with millennials.

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PERSONAS

TARGET AUDIENCE

JILL THE HEALTH CONSCIOUS MOMJill is a 30 year-old mother who is constantly on a mission. Between taking care of her kids, working as an administrator, and being health conscious, she barely has time to take time for herself and

catch a break. She is focused to find convenient drink and snack options for her kids while keeping

her own healthy diet in mind.

ANTHONY THE SOCIAL GURUAnthony is a single 27 year-old full time communications director who loves socializing with others. He enjoys being in an active group setting where he can watch sports with the boys.

Anthony thrives when participating in recreational activities. Anthony enjoys pairing or mixing cranberry products with other foods and drinks

to enhance the taste. Taste is one of the most

important factors for Anthony.

The target audience of millennials

(24-35) is predominately health

conscious mothers and single,

sociable males. Both personas desire

delicious and nutritious food that

is simple to use and convenient to

prepare.”

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To convince: Millennials (24-35) to purchase Ocean Spray’s core products instead of traditional juices and dried fruits.Because Ocean Spray is a social brand consumers can connect with. Cranberries are a social fruit that mix well and enhance the taste of other products. Millennials are a

social generation.

Together we cran.Jill loves that Ocean Spray brings her family together. She can always count on Ocean Spray to satisfy her needs for a healthy snack and/or drink. Anthony loves that Ocean Spray tastes good and pairs well with other products. Cranberries are as social as him.

FUSION PROPOSITION

CREATIVE STRATEGY

CREATIVE BRIEF

Togetherness is valued by millennials and cranberries. Through this core benefit of togetherness, we will reintroduce Ocean Spray cranberries and connect to millennials to promote health and happiness in their social

lives.

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“Cran together” refers to the relationship between a consumer and their favorite

Ocean Spray product. Ocean Spray is a friend, significant other, and companion throughout your day.

THE BIG PICTURE

“Be together. Cran together.”

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VIDEO SPOTS

Anthony peruses the beverage aisle of his favorite grocery store, when the friendly gaze of Ocean Spray Cranberry Juice catches his eye.

Anthony smiles at his new friend. Ocean Spray smiles back.

Anthony and his new friend are

enjoying their favorite sporting event together.

Anthony and his new friend are

spending the afternoon togeher

Some time has passed and Anthony spots his friend, and now neighbor, across the street with his new family.

Ocean Spray and his family wave back to Anthony as he reminisces on

all their great times together.

Anthony and Ocean Spray share in this magic moment together, knowing there are many more to come.

“Ocean Spray. Be together. Cran together.”

We wanted to approach our video advertisements from a point of view that depicted Ocean Spray in a friendly, almost "best buddy" like way. We wanted

to tell the world that Ocean Spray is a social product, one that is and always will be there for you. Something you can take on the go, have fun with, and make memories with. We showed this by

depicting consumers befriending their

favorite Ocean Spray product.

VIDEO CONTEXT

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VIDEO SPOTS

Joe is sitting in the park when he notices a man walking his dog and

enjoying a cold beverage.

The man is enjoying the sweet blend of Ocean Spray Cran-Grape.

Joe notices how satisfied the man is with his dog and his beverage, and he gets an idea.

Joe has found a new companion to embark on a new journey with.

Joe and his new companion partake in classic game of fetch.

The game doesn’t go quite as Joe had expected…

…but Joe realizes it’s all in good fun. Joe gives his new friend a bath after a long and tiring day.

“Ocean Spray. Be together. Cran together.”

• Popular platform for influencers • Pre roll in stream video ads• Target demographics by age,

gender, and parental status• Target by video categories and

life events

YOUTUBE

• 30 second video spots on Hulu drive a 61% increase at building top-of-mind awareness

• Allows advertisements to be targeted at a national level

• Target by demographics, content length, and genre

SPOT CABLE

HULU

• Targeting in 16 cities with top millenial populations

• According to AdMall, 66.9% of millenials took action after

seeing an advertisement on television in the past 12 months

12PACKAGE REDESIGN

The minimalistic, yet vivacious design integrates both

the cranberry imagery and typographic elements.

Since the Ocean Spray bottle has a vertical orientation,

we decided on including falling cranberries to create

visual movement.

The back splash was a call out to the Ocean Spray’s

brand title, as well as an elegant reminder of

cranberry’s fresh and health qualities.

The sans serif font was chosen because of its

similarity to the Ocean Spray wordmark, as well as its

bold, clean aesthetic.

Finally, the color palette was based off of the

photographic elements and Ocean Spray identity.

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Given the target audience, we suggested a package redesign would be crucial to the campaign’s success.

The package looks boring, all their packaging looks boring.

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WEBSITE REFRESHMillennials crave innovative flavor blends that are nutritious, but delicious as well. As much as 7% of millennials are saying no to traditional cranberry juice and opting for blended drinks.The new mobile site refresh would cultivate that need into a tailored shopping experience by:

6 4Decrease

Research to Purchase Chain Process

Homepage Finding Product Locating Where to Purchase> >

33% Reduction in Click RateCurrent Click

AmountFuture Click

Amount

Making flavors the forefront of the site, guiding consumers to find their perfect flavors and blends.

Streamlining the research to purchase process by making the act of locating desired products easier and more efficient. This will ultimately reduce the amount of clicks taken to locate a product.

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Nutritional Facts at a Glance

Direct Product Suggestions

More Targeted Recipes

Millenials are 42% less likely to check for calories or ingredients on a package.

Therefore, we opted for quick snapshots of key health facts to still provide the information, but in a quick and easy to view format.

Shows similar products by flavor profile that is more specific to the user and what product they’re viewing.

Recipes are now tailored and tagged to the

product that users are currently viewing.

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SOCIAL MEDIA POSTSFACEBOOK TWITTER

INSTAGRAMSPOTIFY

According to Statista, 58% of millennials regularly use Facebook.

Paid advertising will help increase Ocean’s Spray reach of posts and help us spread

awareness about

the brand and core

products.

With 24% of all internet male users on Twitter, Ocean Spray will use promoted tweets to

spread our messaging

to consumers in a

way that is fun while

staying relevant to our audience.

We bring a splash of

new content to Ocean Spray’s Instagram with posts that tell stories

using quirky short captions that remain

relevant to millennials. We also promote

posts to ensure brand

awareness is increased.

By utilizing sponsored playlists, we become the background

music for the lives of millennials on Spotify; who are 64% more likely to buy brands they see

advertised. In addition their day is refreshed

thanks to Ocean Spray.

:15 sec Spotify Adpassword: team272

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SOCIAL MEDIA LISTENING

With our revamped social media strategy, it is critical to consistently engage with followers.

As seen in these real world examples, there are huge engagement opportunities that Ocean Spray has failed to capitalize on. Because the 24-35 demographic are heavy users of social media, interaction needs to be a major focus. Ultimately, our approach moving forward is to provide approprate engangement and replies to as many relevant audience members as possible. Maintaining a relatable social media

presence promoting our togetherness aspect

is essential.

BETTER CONVERSATION

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BILLBOARDS

One of the greatest benefits outdoor media offers is that exposure to advertising is extremely close to points of purchase. In fact, some research states that nearly 3 out of every 4 purchase decision are made at the point of sale. This tactic intentionally focuses on short

term sales growth by targeting ‘ready to buy’ millenials who are close to making a buying decision. In fact, U.S. Department of Labor and Commerce statistics show that American consumers spend over 70% of their waking hours outside their homes. Millenials are busy, but they still make time to buy groceries.

In regards to millenials, nearly 20% of this demographic buys their groceries from Target or Walmart stores instead of other grocery

stores. With this in mind, we targeted cities that had both a strong market potential for Ocean Spray and a healthy number of Walmarts and Targets. Billboards will be placed in high traffic areas, focusing on captivating consumer attention closer to their point of purchasing groceries. All billboards will be standard bulletin style. High market

potential cities include: Boston, Miami, Seattle, Denver, San Francisco, Washington, D.C. and Philadelphia.

CAPTURE ATTENTION

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EVENT + GEOFILTER

Cranberries are a social fruit, therefore they should have a social event all about them. We will create a fun interactive experience for millennials in order to taste, share, and engage with Ocean Spray products. We want to bring an experience to the people, and allow them to have an enjoyable time with the Ocean Spray brand. Togetherness is at our core and having events will drive home the point that we want millennials to have a relationship with their favorite Ocean Spray products.

Utilizing geofilters is an essential component of event marketing. The geofilters are strategically designed to both maintain Ocean Spray’s brand identity while catching the millennial eye. “Be together. Cran together.” is displayed across our event geofilter to coincide with the big idea of our campaign.

ENGAGE & INTERACT

SNAPCHAT GEOFILTER

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MEDIA TIMELINE

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MEDIA BUDGET

$10 MILLION$5 MILLION

225,000,000

impressions

410,500,000

impressions

Youtube $500,000

5,800,330 impressions

51,000,000 impressions

10,600,000impressions

7,000,000impressions

10,000,000 impressions

15,000,000 impressions

1,200,000 impressions

139,000,000 impressions

30,200,000 impressions

1,000,000 impressions

10,710,000 impressions

182,500,000 impressions

10,000,000 impressions

7,500,000 impressions

8,571,428 impressionsn/a

n/a

n/a

n/a

n/a

n/a

n/a

Website Rebuilt $30,000

Production $600,000

TV $4,220,000

Contingency $200,000

TV $2,315,200

Paid Facebook $500,000

Social Media $154,800

Website Rebuilt $40,000

Contingency $400,000

Billboards $475,000

Spotify $200,000

Influencer Partnership $500,000

Event $750,000

Paid Twitter $300,000

Paid Search$30,000

Social Media Teams $154,8000

Production $400,000

Paid Twitter $400,000

Paid Facebook $700,000

Paid Search $500,000

Youtube $600,000

Hulu $450,000

Hulu $300,000

144,000,000 impressionsn/a

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MEDIA EVALUATIONCAMPAIGN OBJECTIVES

• We need to increase reach and engagement to get 5% more millennials to be aware of Ocean Spray and see it positively.• We need 1 million millennials to buy or 500,000 households to purchase Ocean Spray products

Reach, Engagement rate

Follower/likes growth

Click-through rate

Reach

Impressions

Engagement rate

Impressions

Engagement rate

Follower growth

Uses

Views

CTR (gain website traffic)Conversions

Click-through rate

Playlist follows

Click-through rate

Time spent viewing

Click-through rate

In order to deliver campaign objectives and optimize media spending, we must track and evaluate the following key

performance indicators throughout its duration. The contingency budget will allow for real-time changes.