Ocean Spray via The Reactor has launched 'Ban the Burn' campaign in bathroom stalls.
Cranberry juice is well-known for helping to maintain Urinary Tract Health because of cranberry’s natural antioxidant and anti-adhesion properties.
While not appropriate to highlight on a billboard (for obvious reasons)... it’s a useful thing to know in certain situations, like when you’re sitting on the toilet in the women’s bathrooms.
This insight came from real consumers in real focus groups in Australia - ‘I’d like to know about cranberry juice’s benefits - just not on a billboard when I’m driving down the street. Perhaps somewhere a little more private.
"So, that’s what we did - we created a targeted campaign for a targeted public space," Media Words founder Elise Hedley Dale said.
"There are two places the message of this campaign is at its most relevant when you’re searching for solutions on the internet and when you’re sitting on the toilet.
"That’s why, when The Reactor came to us with the ‘Ban the Burn’ creative concept in a setting of a public toilet (where they would also be receiving the message), we knew it would be powerful.
"The creative effectively delivered the problem-solution message, but with a little tongue-in-cheek humor of the Ocean Spray brand to get breakthrough and be relatable."
Credits
Ocean Spray: Elissa Booth
Media Agency: MediaWords
Media Buyer: Elise Hedley Dale
Creative Director: Nick Brown
Art Director: Angelica Rowe
Art Director: Luke Rigby
Copywriter: Clare Taylor
Head of Strategy: Angus Smallwood
Photographer: Chris Tovo
Production: Guilty
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