Ocean Spray by warbelan

CONTENTS 2 .................. Introduction 3 ........................ Research 7 ....................... Audience 8 ............................. Media 9 ......................... Strategy 10 ........................ Big Idea 11 ........................ Creative 19 ...... Budget/Media Plan 21 ..... Evaluation/Sources

KEY Research Key Finding

E XE C U T I V E SUMMAR Y Ocean Spray was founded almost 90 years ago by three cranberry trailblazers. Forming a cranberry empire, these experts quickly developed into a family of growers founded on their rich heritage and unparalleled passion for cranberries. Ocean Spray products span further than just juice. They offer a range of juice blends and hybrids, craisins, trail mix and granola clusters, all the way down to their canned sauces and the fresh berries themselves. Ocean Spray is the face of the cranberry category. Relying on their iconic “Straight from the Bog” campaign for decades, Ocean Spray has gained a loyal core of consumers age 45+ but is missing out on breaking through to the millennial audience. Ocean Spray needs to display their uniqueness in a way they have not done before. Our campaign will harvest a fun experience that no other juice brand can share, ultimately gaining the participation of millennials and a sustained, exciting relevance of our brand.

Impressions Price

Link

OBJ E C T I V E S • Create relevance of the Ocean Spray brand across both food and beverages. • Increase in brand equity as measured by Millward Brown. • Grow household penetration. • Redirect communication of Ocean Spray’s story.

INTRODUCTION

R E SE AR CH M E T H ODS We began with in-store observations and interviews to gain an understanding of Ocean Spray’s footprint and shopper behaviors in real time. After identifying Ocean Spray’s scattered presence in a saturated juice and snack market, and the wide range of preferences within our target, we knew we had to dive deeper. We conducted 50, 1-on-1 interviews with millennials age 24-35 and a national survey reaching over 1000 respondents to pinpoint why consumers were aware of Ocean Spray juice, but did not bother to purchase it or other Ocean Spray products. We found history and cooperative structure—while viewed positively—weren't important enough to influence our targets shopping behaviors and didn’t represent their view of Ocean Spray. Ocean Spray has to tell consumers something they didn’t know before and channel communication into a journey through our entire campaign and product selection.

Purchase Behavior

Awareness

43%

97%

of our audience shops weekly for groceries.

of respondents are familiar with Ocean Spray.

But only...

And...

79%

buy cranberry juice weekly.

are aware of the health benefits of cranberries.

80 1024 50

Hours spent in-store.

Survey respondents.

VS. 35% buy jug juice weekly.

Word Association

• Good • Juice • Delicious

1-on-1 interviews.

16% buy single-serve juice weekly.

VS. 41% primarily buy juice for themselves.

• Unhealthy • Sugar • Tart

23% buy juice primarily for their families.

VS. 71% buy juice from the refrigerated aisle.

28% buy juice from the non-refrigerated aisle. RESEARCH

SWOT

Dole Welch’s

Strengths •

Strong brand recognition with "Straight from the Bog" campaign.

•

Top of mind in category.

•

Transparent values and production.

•

Produces 65% of worlds cranberries.

•

Juice and snack product range.

Ocean Spray

SHARE OF 100% JUICE ¹

Motts

Weaknesses •

Corporate image.

•

Inconsistent placement of products in stores.

•

Lack of engagement on social and digital media.

Pom Private Label

Mariani

Opportunities •

Dried fruit and trail mix sales up 10% as a category, but Ocean Spray is down by 12%.

•

Digital space.

•

Interest among target audience within extended product line.

Threats

•

Negative perception of juice.

•

Competitors with similar positioning and tone.

•

Startups and private labels.

•

Decline in juice category.

•

Seasonal association limits everyday use.

RESEARCH

Decas

Johnvince Foods

Other

Private Label

SHARE OF SNACKS ¹ (dried cranberries)

Ocean Spray

WH O’S WH O? C OM PE T I TOR AN ALYSIS No matter what aisle consumers find juice the market is saturated with brands that tout health, ingredients and family or farmer based roots all in synonymous ways. The 10 brands listed below are all separate juice competitor's including Ocean Spray, and they can all fit into the same positioning category. Ocean Spray doesn’t want to be one of them. Words like "healthy," "good," "taste" and every variation of, leave consumers without a reason to pay attention when everyone is saying the same thing. Our campaign will give Ocean Spray the power to have a space and voice of its own. Out of aisle Refrigerated

Key Messaging 2

“GOOD”

“PEOPLE/ HERITAGE”

“ TASTE”

TROPICANA

Glass Of Nutrition, Count On Good Taste.

NAKED

Mighty. Good. Juice.

BAI

Full Of Flavor, Not Calories.

MINUTE MAID

Put Good In, Get Good Out.

POM

Antioxidant Superpower.

SIMPLY

Simple Ingredients, Made Simply.

WELCH’S

Farmer Owned, Family Grown.

MOTT’S

Start Strong.

Veggies For All.

OCEAN SPRAY

Tastes Good, Good For You.

In aisle Shelf-Stable

“HEALTH”

YOU CAN’ T STAND OUT I F YO U ’RE S AYI N G THE SAME THING.

RESEARCH

T H E S TAR T I N G L I N E-UP PR ODU C T SEL E C T I ON We narrowed down both primary and secondary research findings to display why we chose the following products to highlight.

Primary

Secondary

THE TRUSTED LOYALS

THE UNKNOWN FAVORITES

THE NEW KID ON THE BLOCK

100% Juice & 100% Juice blends

Craisins Range & Trail Mix

Pact

The products that had the highest awareness and were bought most frequently by our audience. 100% fruit juice remains the most purchased juice type. 3

RESEARCH

Low awareness, but a high amount of interest.

Dried fruit and trail mix sales are up 10% since 2012, but not Ocean Spray. 3

Two-thirds of U.S. adults have consumed some type of hybrid drink. 3

WH O YOU ’R E TAL K I N G TO AUDI EN CE AN ALYSIS A single target persona would be too static and restrict opportunities for Ocean Spray to reach beyond just one type of millennial. Looking beyond demographics, we identified two primary networks that illustrate how Ocean Spray is able to access the many paths of digital, cross platform behavior that can lead to our brand. These two networks use similar media, but interact with them very differently.

“Speakers” want an informative online experience. They share their knowledge and opinions based on their own discoveries. Speakers tend to be established in their careers, their communities and their families. 4

“Listeners” seek news secondhand, based on others opinions. Social media is mainly used for enjoyment and news headlines. Listeners tend to be positioned early in their career, community and family lives. 4

Source

Behavior 70% say that they will click and read the news stories they encountered.

53% of millennials are most likely to share content on Facebook over other social media platforms.

58% of 25 to 34 year-olds main source of news comes online.

53% report regularly using paid news content in print, digital, or combined formats in the last year.

Behavior 33% regularly re-tweet news stories, headlines, or links posted by others.

Buzzfeed reaches 60% of the millennial audience. 54% of those aged 25 to 34 use Instagram on a regular basis. 42% of podcast listeners would consider a new product or service after hearing a plug for a brand. 37% of millennials use Hulu.

AUDEIENCE

MED IA S T R AT E GY Our campaign will incorporate a large variety of engagement opportunities through streaming, out-ofhome, digital, social and in-store executions. By utilizing our audience analysis we will be positioned in the everyday lives of our consumers. In order to increase sales across the nation, we will maintain relevance among both our current and new audience to increase Ocean Sprayâ&#x20AC;&#x2122;s household penetration by 0.5% among millennials and increase brand equity by 6.4%.

P UR CH A SE F UN N EL Our executions are broken down into three categories represented by the icons in the purchase funnel below. By measuring how our executions stand in one, or multiple categories, we can effectively reach success using different media to amplify brand engagement.

MI L LWAR D BR OWN BR E AK D OWN Meaningfulness

Salience

Differentiation

37%

28%

3 5%

Brand Awareness The amount of buzz around your brand. Purchase Intent The number of people looking at your products. Conversion The number of people who are driven to purchase from exposure to advertising.

MEDIA

Considering the $5 million budget and using Millward Brown categories, we divided the cost of our executions that would make our campaign meaningful, salient and/or different from competitors.

KE Y I NSI G H T Our research revealed that our target is interested, yet unfamiliar, with the breadth of our product line, with no compelling reason to learn more.

“Cranberry tree” - age 31

“Lakes” - age 48

“Seeds from strawberries” - age 27

“Grapes” - age 63

“From Italy?” - age 25

“Scandinavia” - age 39

Curiosity in full swing, we simply asked consumers,

“Malaysia” - age 23

“Swamplands” - age 56

“Where do cranberries come from?” and received outlandish responses that ultimately directed our campaign to a whole new level, straight from the minds of our audience themselves. Ocean Spray is here to answer—or poke fun at—this insight and surround it with an entire brand

“Middle East” - age 34 “In water like lily pads” - age 24 “Man-made” - age 25

S T R AT E GY To drive relevance, we will enlighten consumers about Ocean Spray’s broad product line by taking them on a journey to uncover the truth behind the cranberry. Asking consumers to engage with their own stories about the possible origins of cranberries, as well as uncover the truth behind cranberries, is far more enduring than listing the same facts that every competitor gives in the beverage and snack market of today. Ocean Spray’s upbeat, wholesome tone already has a positive affinity with consumers. But their current voice is too passive, and with no call to action it takes a toll on their relevance and decades old theme of standing in the bog. Consumers aren’t connecting with Ocean Spray the way they connect with other brands because of this.

S T R AT E G Y

CR E AT I VE S T R AT E GY We will use the uncertainty surrounding cranberry production to humorously highlight the brand’s growing process and product breadth.

BIG IDEA

T HE BIG IDE A : UNCOVER O CE AN SPR AY A tree? Malaysia? A top secret laboratory? We all have our own misconceptions about where cranberries come from. Clearly, the only appropriate justification to this is...a cranspiracy! Ocean Spray is here to reveal these “cranspiracies” and spark consumers’ curiosity, leading them to want to learn more about cranberries from those who know cranberries best. We want to send them on an entire brand journey. Ultimately, leading them to the truth, our diverse product line and down our aisles.

PL ANT I N G T H E SEED COMMER CIAL + MINI VIDE OS Where do cranberries actually come from? Ocean Sprayâ&#x20AC;&#x2122;s commercial spot will start the conversation about the origin of cranberries and make them top of mind for our target audience. Are they the product of a top-secret government experiment, or the product of the mysterious and legendary bog mermen? Only Ocean Spray can tell consumers the truth behind these cranspiracies. Our 0:60 commercial will be the narrative focal point of our campaign and appear on Hulu. 0:15 spots will continue throughout the year via social. 5

* Does not include mini video pricing and impressions. Refer to page 13.

61% of millennials primarily watch TV through streaming.

$666,504 * 17,539,848 * https://vimeo.com/260679104 password: NSAC18Team699 https://vimeo.com/260680600 password: NSAC18Team699 C R E AT I V E

www.oceanspray.com/uncover

R OVE NC

CR ANSPI R ACI E S

T R EN D I N G

L AN D M AR K S

FE AT UR ED

PR E S S

THE TRUTH

UNC OVER O CE AN SPR AY Where do cranberries actually come from? Are they the result of of a top secret government experiment, or the product of the mysterious and legendary bog mer-men? We all have our own misconceptions about where cranberries come from, but only Ocean Spray can tell consumers the truth behind these cranspiracies.

C ON NE C T ING T HE D OT S WEB SIT E E X T ENSION

T RENDING NOW @JonathanDoelle

@JoanneDoe

@JeannaDough

We all know that cranberries are actually grown in the lost city of Atlantis, right? It’s not called Ocean Spray for nothing! #Cranspiracy

I’m positive that Craisins are just cranberries that got launched into space. Pretty sure you can see them in the moon landing pics... #Cranspiracy

Hear me out, the 1st letter in cranberry is ‘c’ the 3rd is ‘a’... 3 + 1 = 4, California (CA) is 4% water. There’s a cranberry bog under California. #Cranspiracy

734 Retweets 74 Likes

699 Retweets 51 Likes

488 Retweets 23 Likes

Landmarks

FEATURED

CR ANSPIR AC Y L ANDMARK S

PRESS

Executions will lead our audience to a website extension that will allow them to uncover everything Ocean Spray. This site will serve as an interactive hub to experience our campaign and reveal the truth behind cranberry production while exposing consumers to the entire product line. We will encourage interaction with create-your-own cranspiracies, reveal out-of-home experiences and feature posts from users—those new and returning will have bountiful reasons to keep up with Ocean Spray. 6

Keep your eyes open for cranspiracies come-to-life in locations around the country. Check back on this site and follow along on social media as we continue to reveal these mystery landmarks.

Pittsburgh, PA August 3-17, 2018 2

Boston, MA September 14-28, 2018

???????? October 12-26, 2018

???????? March 15-29, 2019 show more

C R E AT I V E

L ocation : un kn ow n

$8,000 132,004,000

L E T â&#x20AC;&#x2122;S TAL K CR AN BER R Y Ocean Spray will unfold a suspenseful three-day glitch countdown on Instagram leading up to our Uncover Ocean Spray content evolution. On Facebook, Twitter and Instagram we will invite consumers to share their own cranspiracies and create a natural engagement that will increase following and site traffic generating further interest in the brand. In addition, our sponsored posts will increase our audience to include those not reached organically. As an incentive for interaction, we will offer an opportunity for the best submissions to be featured posts on our pages and even respond to cranspiracy visionaries with a GIF production of their submission. 7

SO CIAL MEDIA R OVE NC

62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.

$344,400 72,000,000

C R E AT I V E

TA S T E E XPERI EN CE "BO G B AR" Pop-up Ocean Spray â&#x20AC;&#x153;bog barsâ&#x20AC;? will be an interactive and immersive taste test experience. Promoted social posts to our online target in participating cities will act as exclusive invites that link to the official "bog bar" Facebook event. These bars will be an elusive and exciting speakeasy complete with juice blends on tap and Ocean Spray cocktails. Beverages will be accompanied with trail mix and covered craisins in lieu of typical bar snacks, leaving attendees buzzing about the taste experience all the way to their future in-store purchase. 8 After attending a brand event, 98% of attendees are more inclined to make a purchase, 74% have a better opinion about that company and 70% will become regular customers.

C R E AT I V E

$322,765 1,018,000

R I GH T PL ACE , R I GHT T I ME WI-FI HOT SP OT S We will offer a highly sought after service for our digitally committed audience —Wi-Fi—and enhance attendees’ experience at events they enjoy most with Ocean Spray Wi-Fi hotspots. These hotspots will be placed on the grounds of nine popular festivals across the U.S. including SXSW in Austin, San Diego’s Comic-Con and Summerfest in Milwaukee. In order to increase our social engagement and reach, active Ocean Spray followers will have a chance to win tickets to each of the Wi-Fi sponsored events via our social contest. 9 Nearly half (46%) of music festival attendees are between the age of 18-34. 97.5% of millennials 18-34 own a smartphone.

$7,310 3,045,000

P UR P OSEF UL P OD C A ST ADS To become a part of our target's daily activities, we will leak cranspiracies to millions of listeners through highly rated podcasts. A light-hearted conspiracy podcast, Welcome To Night Vale; a weekly public radio show, This American Life; a current events commentary, Pod Save America; and a daily news podcast, The Daily; will all highlight the cranspiracy. With mention of visiting our website, listeners will also be rewarded with an SMS coupon code. 10 65% of listeners said podcast ads increase purchase intent while another 45% said that they’re likely to visit an advertiser’s website after hearing an audio promo. https://vimeo.com/260681235 password: NSAC18Team699

$1,000,000 9,000,000

C R E AT I V E

CR ANSPI R ACI E S E VER YWHER E! PR O GR AMMAT IC By strategically placing Ocean Spray branding and content across popular web pages, Ocean Spray will drive millennials to desired destinations based on demographics, website behavior and interests. Banner ads will expose witty, cliff-hanger copy that redirects users to our website extension or the product locator on the Ocean Spray website. 11

Over two-thirds of millennials see the benefits of brands using AI to help inform and direct their buying decisions.

$420,000

60,000,000

"GOOGLE IT " SEM Type in ‘cranberry juice’ in the search bar and the first brand to appear is Ocean Spray. Through strong search engine optimization (SEO), Ocean Spray has become a staple among many cranberry related searches. However, with a new campaign and shifting consumer trends, we want to make sure Ocean Spray won’t be lost in the hustle. Search engine marketing (SEM) will allow Ocean Spray to catch the consumers searching for terms directly linked to the Uncover Ocean Spray campaign as well as areas where Ocean Spray does not appear organically. 12

$200,000 133,333,333

C R E AT I V E

Search Terms • • • • • •

cranspiracy cranspiracies uncover bog mermen pact

• • • • • •

cranberries 100% juice ocean spray trail mix craisins statue

SP OT T ED! O OH L ANDMARK S Five, mysteriously appearing cranspiracy landmarks will stand as entertaining out-of-home pop-ups across the country over the course of the year. Locations include cities with a dense population of millennials and outdoor areas of high foot traffic. These statues will be a stop-in-your-tracks experience that brings to life the fictitious characters from our promoted cranspiracy stories and be an opportunity for our target audience and all passersby to take a minute out of their commute to seek out the truth behind cranberries and create buzz on social. 13

56% of millennials trust out-of-home advertising and 58% take brand engagement action.

$65,000 2,754,570

C R E AT I V E

SEE I T F OR YOUR SEL F IN-STORE In-store is the most common place consumers will be able to uncover Ocean Spray. With our revitalized, attention-grabbing presence in stores throughout the year it will be easy to engage shoppers. For a limited time in select stores, shopping cart handles will reveal a hidden message when shoppers’ hands activate thermal technology—“Uncover Ocean Spray in the juice and snack aisle.” This interactive experience will drive consumers to the aisles where floor decals will lead them to Ocean Spray’s location on shelves that reveal eye-catching aisle blades. These aisle blades will give shoppers one more suggestion to uncover Ocean Spray with an SMS coupon code. 14

84% of millennial shoppers respond to push notifications. 61% are interested in promotion offers that can be redeemed immediately.

$1,111,980 122,814,120

C R E AT I V E

WANT IN ON THE CRANSPIRACY?

TEXT “UNCOVER” TO 48582 TO GET THE JUICE.

TEXT “UNCOVER” TO 23456 TO GET THE SNACKS.

BUD GE T $5 Million: By utilizing multiple channels, Ocean Spray will stand out against competitors and attract our target audience. By generating over 500 million impressions throughout the year, we will insert ourselves into the daily lives of our desired consumer.

$5 MI L L I ON Medium

Cost

$ 10 MILLION

Impressions

Medium

Cost

Impressions

Website Extension

$8,000

132,004,000

Website Extension

$16,000

319,004,000

$10 Million: We allocated the extra $5 million among heavy in-store, digital and out-of-home media vehicles. We will provide over 1.5 billion impressions to increase sales, snack product awarness and brand engagement.

Landmarks

$65,000

2,754,570

Landmarks

$156,000

6,610,968

Bog Bars

$322,765

1,018,000

Bog Bars

$602,765

1,905,250

Wi-Fi Hotspots

$7,310

3,045,000

Wi-Fi Hotspots

$7,310

3,045,000

Programmatic

$420,000

60,000,000

Programmatic

$721,000

103,000,000

Hulu

$666,504

17,539,848

Hulu

$666,504

17,539,848

We allocated 7% of our budget to contingency for both the $5 million and the $10 million dollar budgets. Meeting industry standards, we can optimize executions when desired and cover unexpected costs.