New year, new healthy habits: that’s the premise underpinning Ocean Spray’s PURE Cranberry juice out-of-home campaign via independent media consultancy Media Words.
Partnering with JCDecaux, the multi-format ad campaign resonates with health-conscious shoppers looking for wholesome options that are easy to fit into their existing routines.
Ocean Spray’s “PURE” marketing creative, developed with The Reactor agency, showcases different ways to enjoy PURE – from sparkling to cola to smoothies.
In fact, it challenges consumers to come up with their own way to blend PURE into beverages they love and consume regularly.
Ocean Spray general manager ANZ Elissa Booth said PURE Unsweetened 100% Cranberry Juice is incredibly versatile, as consumers blend it with everything from cold bubbly water and soft drinks, to hot drinks like herbal tea and coffee.
"They keep surprising us with how versatile PURE is, beyond what we imagined," Booth said.
Media Words founder and media director Elise Hedley Dale said the agency loves working with the Ocean Spray team.
"They are driven by innovation in both their brand and product range, which aligns perfectly with our strategic planning approach," Hedley Dale said.
“Last year’s campaign results showed that out-of-home works best when consumers see brand messages throughout their day. Our multi-format approach for PURE Cranberry aims to connect with consumers at key moments in their daily journey and show them different ways to use the product, directly influencing purchase decisions at the supermarket."
The Ocean Spray PURE Cranberry out-of-home campaign will run alongside targeted social and digital activity until April.
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