Ocean Spray Cranberries Launches New Creative Campaign for "Better For You" Beverage Line; Trinh Le and Heather Larimer Comment
BOSTON, MA - Ocean Spray Cranberries recently rolled out a new creative campaign under its “All That Power™” masterbrand work, which focuses on the attributes of its “Better For You” beverages. Tapping Orchard Creative, the campaign features two TV spots, one for Diet Cranberry Juice Cocktail and the other for the new Immunity Orange Mango and Revitalize Cranberry Pineapple juice drinks.
“Our new Better For You creative launches at a time when New Year's resolutions can bring a lot of self-doubts, and we hope to give consumers the confidence to believe in themselves. We want to drive home that they can enjoy delicious taste and flavor while also limiting sugar and calories,” said Trinh Le, Ocean Spray Vice President, Next Gen Beverages. “We are also dedicated to product innovations that meet the needs and desires of consumers who are seeking more out of their juice drinks.”
Developed by Orchard Creative, noted the release, both comedy-driven films are directed by the award-winning Jeff Low (Biscuit), making this a back-to-back collaboration between Low and Orchard. This new creative campaign follows the recent—and widely-lauded—Ocean Spray® Holiday work, which featured jiggling cranberry sauce disrupting a boring holiday meal.
In each spot, “Don’t Clown” and “The Cranfidence to Win,” the lead character is overtaken by an overwhelming newfound confidence, or “Cranfidence,” inspired by Ocean Spray’s incredible feat of making Better For You juice products without sacrificing flavor. The spots close with an extension of this cranfidence to its audience, landing on the campaign line YES YOU CRAN™.
“The New Year is typically a time of restriction and denial. And juice is usually on that ‘no’ list, but cranberry is one of the most widely available superfoods around. So we were excited to make work that shows choosing a Better For You cranberry juice drink as a ridiculously empowering act,” said Heather Larimer, a Creative Director of Orchard Creative.
KWG Advertising is leading the media planning and buying for the campaign. Creative will be launched across the United States starting on January 9 across linear and streaming TV, Facebook, Instagram, programmatic video, and YouTube.
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