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Ocean Spray
Straight from the Bog

RAN IN: United States

CLIENT
Ocean Spray Cranberries, Inc.

Ken Romanzi, CEO
Larry Martin, VP, Marketing
Tara Levine, Director of Marketing, Beverage
Kelly Reilly, Director of New Business Development
Cindy Taccini, Sr. Manager, Marketing

AGENCY
Arnold Worldwide *Lead Agency

Pete Favat, Chief Creative Officer
John Petruney, EVP, Group Creative Director
Mark Fabbro, SVP, Group Account Director
Pam Hamlin, Managing Partner/President
Spring Clinton-Smith, VP, Group Head Broadcast Producer


Weber Shandwick


ZenithOptimedia


SUMMARY

Focus to grow. A simple yet powerful statement that helped drive Ocean Spray's strategic and creative vision, and ultimately propel unprecedented growth of the business. Faced with numerous challenges, from negative perceptions of the product and juices to a declining category, Ocean Spray re-focused on the essence of the product and company - the cranberry and its inherent health benefits and the Grower owners. The "Straight from the Bog" campaign introduced America to a Cranberry bog, honest hard working Growers, and the power of a little cranberry, and the success continues.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, PR, Events, Packaging

Audience: Launch or relaunch a brand/product,Speak to women,Speak to brand influencers, Speak to boomers, Speak to Families,Speak to Mothers

Type: Business to Consumer

Classification: Local, National

Language: English