oceanspray "straight from the bog" campaign analysis

Ocean Spray Cranberries Inc.“Straight from the Bog”

Emma NicholsHolly Raine DesMeules

Started over 80 years ago.

Leading producer of shelf-stable juice drinks.

The concept of “Straight from the Bog.”

Ocean Spray

Primary Agency – Arnold World Wide◦ http://www.arn.com/

Media Agency – Zenith

Contributing Agency – Weber Shandwick

Agency

America was getting fat.

The avoidance of drinking fruit juice.

Sales were down and so were Ocean Spray Sales.◦ Ocean Pray sales were down 22%.

Online survey

Problem/Research

Capri Sun

Motts

Welch’s

Hi-C

Competitors

Give their consumers the health benefits of drinking cranberry juice.

Find a way to get this message in a way that would be relevant to their consumer.

What they needed to do

Increase base volume Increase share of market Increase web traffic & cranberry club

membership Get our marketing notices with consumers,

the press, and selfishly, the industry. Increase and stabilize brand measures.

Objectives

Re-introduce America to the cranberry.

Phyto-chemicals called pro-anthocyanidins◦ A.K.A. PAC’s

Target audience – “boomer women.”

The slogan◦ “Powerful nutrients that cleanse and purify your

body and help strengthen your immune system.”

“The Big Idea”

Paid Justin and Henry

◦ http://www.arn.com/creative/work/straight-bog “Bogs across America.”

◦ http://www.arn.com/creative/work/bogs-across-america

Surrounding the “Bogs.” “Bog Squad” TV placements, Commercians, Radio,

Transit, Phone Kiosks.

Tactics

Cranberry Christmas◦ http://www.arn.com/work/case-studies/ocean-spray

Earned http://www.oceanspray.com/

Social Facebook

◦ http://www.facebook.com/oceanspray Twitter

◦ https://twitter.com/#!/OceanSprayInc

Tactics

Magazines, Adweek, New York Times.

Decas Cranberry Products.◦ www.scamberry.org

News Coverage

Objective 1: Increase Base Volume by 5% year over year:

Objective 2: Increase Share of Market: Objective 3: Increase web traffic by 10% &

Double Cranberry Club Membership: Objective 4: Get our marketing noticed with

consumers, the press, and selfishly, the industry:

Objective 5: Increase and stabilize brand measures:

Evaluation

On going. Sales are up. Successful.

Current

Weaknesses Objectives are vague. Small target audience. Research Slogan

Strengths Wide Variety of Tactics A lot of objectives Relatable

Opinion

Framing Theory

Advertising Theory

Two-Step Theory

Theories

“Hello, We’re Ocean Spray Growers.” Arnold Worldwide. Retrieved November 17, 2011 from http://www.studygs.net/citation.htm

“Ocean Spray Shares the Cranberry Story 'Straight from the Bog'.” PR Newswire.

Retrieved November 17, 2011 from http://www.prnewswire.com/news-releases/ocean-spray

“Straight from the Bog.” Effie Awards. Retrieved November 17, 2011 from http://s3.amazonaws.com/effie_assets/2008/2336/2008_2336_pdf_1.pdf

“Integrated Marketing Campaigns.” Slide Share. Retrieved November 17, 2011 from http://www.slideshare.net/digitalvidya/integrated-marketing-campaigns-

References