Oceanspray

Industry AnalysisCompetitor AnalysisCompany AnalysisConsumer AnalysisBrand AuditPrimary ResearchSecondary Research

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Ocean Spray is cranberry juice. Building a brand around an undeniably genuine taste, Ocean Spray has grown into the end-all be-all for all things cranberry. No other juice comes close, and that’s why the “Straight from the Bog” campaign connected to people like it did. But after nearly ninety years of creating healthy and refreshing drinks, Ocean Spray is so much more than just cranberry juice. Be it the captivating taste of the new Mocktail line, the healthy cleanse of the organic juices, or the rugged and addictive snack-ability of the trail mix, the Ocean Spray family of products has grown to provide consumers with a burst of natural flavor that fits whatever lifestyle they live. Millennials, the new market drivers in the modern economy, know that Ocean Spray is where they go for cranberry juice, but that isn’t enough. They simply aren’t aware of the full breadth of the Ocean Spray product family, only considering the brand when they fit its reputation, not the other way around. Additionally, they have higher expectations for their brands, going beyond the quality of the product on the shelf into the values of the companies that produce them. These lacking areas are made manifest in the generational divide; 80 percent of Ocean Spray buyers are more than 45 years old.

This campaign turns everything around, and does it by doubling down on the values that makes Ocean Spray what it is. The brand is defined by its authenticity; we’re simply reframing it in a way that resonated with this more modern audience. Modern Authenticity is the name of the game, as well as this campaign. We’ll start by properly introducing the expanded suite of Ocean Spray products to the millennial market. More than just increasing awareness, we’ll show the product in the context that matters, etching out a place in their lives. Once they’re familiar with the Ocean Spray product family, we’ll demonstrate the value and sincerity of the brand, creating a community that millennials can be proud to be align themselves with. It’s all values that are integral to Ocean Spray already, this campaign simply frames them in a lens that makes sense to this new generation of consumer.

Overall, we hope to increase brand awareness in the millennial market and cement these new buyers as brand loyalists by the end of the campaign’s run. This requires a two-phase campaign, phase one to create consumer leads and the second to foster loyalty, both sides pushing the product lines that our research showed millennials are not aware of. All of these efforts are in service of conveying our core brand identity to the next generation of dominant consumer. We’ve been authentic since 1920; it’s time to upgrade our message to reflect Modern Authenticity.

With President Trump’s election, America’s political landscape is likely to change significantly over the next few years. As part of the president’s goals to make America more business friendly, business tax cuts are likely, as well as fewer regulations. This will lower the cost of doing business. However, the president’s plan for additional tariffs could potentially dampen this by increasing manufacturing costs.

As consumer awareness of environmental issues continues to grow, especially among millennials, environmental factors will continue to grow in importance. While Ocean Spray does not have any outstanding environmental problems, alternative energy has become an important talking point, and is becoming more common throughout many industries, potentially becoming a way to save money and earn consumer goodwill at the same time.

Figure 1

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As a whole, Americans are becoming more aware and concerned about healthy eating and drinking habits. This has and will continue to lead to an increased demand for Ocean Spray. America’s changing demographics will also help to provide an accelerated increase in the target market Ocean Spray hopes to address. The United States Census Bureau, according to data from the 2010 Census, states that millennials have replaced boomers as the largest generation in America as shown in Figure 3. However, rising debt, especially student loans, is eroding the purchasing power of millennials.

As a result of the slow recovery from the great recession of 2008, the economic environment is producing mostly negative factors. Surveys from the Pew Research Center show the American middle class has been on a steady decline, falling from 55% of the population in 2010 to 51% of the population in 2014 as shown in Figure 1, which has hurt the market for Ocean Spray. Wage stagnation combined with rising inflation has combined to further reduce the purchasing power of American consumers. One good factor, however, is the falling unemployment rates in America, a drop from 10% in 2010 to 4% as of October 2017, according to data from the Bureau of Labor Statistics, as shown in Figure 2. This is a force which could work to counteract, in part, the shrinking middle class consumer base.

Figure 3

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Technological developments have provided a mixed bag of both positive and negative factors. The rising importance of social media has thrown new hurdles for marketers. The idea of an “internet of things” could present new opportunities for Ocean Spray. They need to have a stronger online presence in order to captivate their targeted audience, as they look to digital advertising over traditional advertising.

There has not been a great deal of change in the legal factors affecting Ocean Spray, outside of the political sphere.

Figure 2

-Number one producer of apple juice and applesauce-Well-defined target market of par-ents that they cater their products to In 2016, Mott’s was up 46%+ in overall dollar sales from the pre-vious year. New advertising and campaign initiatives gave pre-dictions of even more growth for 2017. (Source- http://investor.drpeppersnapplegroup.com/2016-02-17-Dr-Pepper-Snapple-Group-Reports-Fourth-Quarter-And-Full-Year-2015-Results)

-Beverages provide one serving of both fruits and vegetables which is beneficial for those who are health conscious-Offer a kid’s drink which is appeal-ing for young mothers-Often used as a cocktail -Campbells overall net sales in 2017 was 7,890,000,000 -However, Campbells had a 1% de-crease in organic sales from 2016 to 2017 (Source- https://www.camp-bellsoupcompany.com/wp-content/uploads/sites/31/2017/10/57070_CampbellSoup_Investor_Spread.pdf)-Brand is best known for giving a serving of vegetables rather than fruit which hurts them for brand awareness in the fruit juice market

-Well-established brand known mostly for producing grape juice, jellies, and jams with high nutritional values-Popular choice for parents-Higher-priced juice in comparison to other companies on the market

-Wide variety of healthy choices including granola bars, cereals, oats, biscuits, and more-High brand awareness -Partnered with the National Parks Conservation Association, Vail Resorts, The first Tee, and Wilderness Inquiry -Strong social media presenceGeneral Mills net sales in 2017 was 15,619,800,00 (Source- http://in-vestors.generalmills.com/quarter-ly-earnings)-No vitamins and high in fat which does not appeal to those that are health conscious-Limit themselves to the “outdoors”

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Currently, Ocean Spray is known primarily for their cranberry juice and other cranberry focused products. This sphere includes mixed juices that combine the signature cranberry flavor with other fruit options such as cranapple, cranberry peach, and cranberry pomegranate. Moving outside of the realm of cranberries, we have other flavors of juices, including grapefruit, blueberry, cherry, and citrus. There is also a level of versatility in Ocean Spray’s snack offerings, Craisins mixed with granola, trail mix, and chocolate. Finally, there is the Pact line of flavored waters. Ocean Spray products are primarily sold in grocery and convenience store chains across North America, though some of the juices and flavored waters are sold individually in vending machines.

Ocean Spray’s general image in its self-promotion is family friendly and focused on heritage. This value set is very product-focused in their values, centering around the three factors of taste, health, and tradition. Taglines like “Tastes Good, Good For You” and “Grower Owned Since 1930” help emphasize this intended brand message of trusted dependability and sincerity. The best example of this is the “Straight from the Bog” campaign, mixing visuals of natural growing environments and traditional-looking practices with family-friendly banter. In terms of outreach, Ocean Spray has used food trucks and created pop-up “bogs” to bring their product directly to the consumer. TV commercials, billboards, and bus stop ads are more traditional media avenues for this message to travel.

All Ocean Spray products fall under $5 V8 approx. $3Mott’s approx. $4Welch’s approx. $5

Cranberry juice + variantsDried cranberriesCranberry sauceFresh fruitPact Brand

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Ocean Spray is a nationwide brand with relatively high product recognition. While the level of recognition is respectable overall, the brand has particularly valuable cache with older audiences. The name is synonymous with cranberries; whether sold as a fruit, sauce, and juice, Ocean Spray has a monopoly on that flavor. This is especially important around holidays, where cranberry products are often staples of these celebratory meals. The “Straight from the Bog” campaign’s success has also brought around recognition around the terms as well as the visuals of a cranberry field.

Ocean Spray is primarily known as a juice brand, so its use as an everyday drink should be apparent. But the product line does come with a host of specific use cases that don’t apply to other juices. As mentioned before, cranberry products are a key component in holiday meals. They’re also popular to older generations as a health supplement, increase heart health and digestive stability, and protect against some types of cancer. The fruit juices are also popularly used as a mixer with alcoholic beverages to create cocktails, especially the Mocktails line. Looking at the Craisens snack line, it’s used as a hiking and outdoorsy trail mix as well as an indoor office snack.

While the perception that Ocean Spray provides the very best when it comes to cranberries is nice, it is a double edged sword. Many people only know Ocean Spray for cranberries, the other flavors of juices offered are completely out of their sphere of knowledge. Inside that bubble, there are consumers who only know about Ocean Spray’s cranberry juice, unaware of the other cranberry related offerings and wrapping the entire brand up in a single product. With the younger generations, there’s an unfortunate perception that Ocean Spray, cranberries or not, is a product for previous generations. The only exception to the rule is its use as a mixer, the primary use case currently for younger generations. Health conscious individuals also assume that all Ocean Spray products are high in sugar, despite that not being the case.

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The first discrepancy we uncovered in our primary research comes from these two responses. In Q15 respondents rated an overall high level of product satisfaction despite Q12 demonstrating an overwhelming lack of product knowledge.

The second insight we uncovered is from Q16 highlighting taste as the deciding factor on converting consumers loyal to other brands. Yet Q11 already shows taste as the leading factor for Ocean Spray purchases, and Q8 seals the deal, Ocean Spray is under-purchased from retailers. What we found?People who drink ocean spray love the taste and will stay with the brand. A lack of product awareness (our variety of products) keeps our non-buyers away. Our campaign needs to disrupt millennial patterns by becoming their drink of choice. We can do this through increasing product awareness and promoting taste in a way that resonates with our target audience.

01. researchMillennials have evolved their definition of “health” into a daily commitment to improving bodily function. They do this through food, drink, and exercise. It’s because of this commitment, Ocean Spray needs to align with their values and demonstrate our commitment to more than just a healthy product, but commit to align with their healthy lifestyle.

General For millennials, healthy means more than preventing illness. It’s a daily commitment to eating right and exercising.

Millennials desire and expect deep connections with others. They are social, collaborative and value diversity. They share experiences with friends and expect brands not to sell to them but instead to engage with them as peers.

Specific Millennials don’t want food preparation to be too time consuming. “According to the survey, American millennials are snacking both at home and on the go, with almost half consuming snacks in the workplace and more than a third (34%) eating snacks in the car.

39% said that they snack because they are too busy to eat a proper sit-down meal, while 17% admitted to doing so because they ‘can’t be bothered to cook a meal.’’’ The convenience of healthy snacks fits the millennial demographic. Ocean Spray offers a variety of healthy snacks from their Craisins line of products. The Craisins line features Fruit Clusters that come in a variety of flavors. Craisins also offer trail mix lines that feature a mix of fruit and chocolate. None of these products are above 150 calories.

One survey shows half of the millennials that were surveyed prefer having a quick breakfast snack 4 times out of the week to increase time efficiency rather than having a full breakfast meal.

The best selling brand of cranberry juice in the world

The best selling shelf stable juice brand in North America

The world’s first dried cranberry

Sauce is a Thanksgiving staple

Cranberries are healthy

Recognizable brand

Expanding product lines

The ability to click into memories of millennials

Expand into more single-serving/bottled drink offerings

Expand outdoor opportunities in cities with large millennial DMAs

80% of customers are 45+ years old

Very small market of millennial customers

Total juice sales have declined 2.5% over the last five years

Competition is fierce. The juice/ food aisles have a plethora of startup brands and private

Startup brands

Competitor brands have larger millennial market share

Cranberries have kind of an “old person” vibe

Juice categories blurring

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While processing our research it became obvious that there is a clear misperception of the Ocean Spray brand and contributed to a lack of product knowledge from the millennial market. This led us to the big idea for phase one of this campaign: Not Just Cranberries.

This phase will be implemented heavily in Q1 and then slowly phase out through Q2 and Q3 depending on how quickly we can gauge success in achieving our goal. There will be continuous research being conducted throughout the entirety of the campaign to measure increases in brand awareness and analyze brand perceptions.

The goal of this phase is brand awareness. We want millennial consumers to become aware of the products Ocean Spray has outside of cranberry juice and sauce. We feel that products like mocktails, pact water and trail mix cater to this demographic specifically because of their convenience and health factors. “Not just cranberries” will be a way to put these products in front of the consumers and help restructure their brand perception of Ocean Spray.

In order to achieve our goal we have decided to use a combination of traditional and new media. The TV ads and Billboards will give us a combined 31 million impressions by the end of the campaign. We will also reach our target market through social media ads on Instagram and Pinterest and then finally through ads on 3 streaming sites: Amazon Prime, Hulu and YouTube. Since our goal is to drive awareness to Ocean Spray products by capturing the attention of the millennial market, the creative of our ads will be bright, clean and highly product focused.

Our final installation for this phase is focused on consumers interacting with the products to encourage them to buy. In a partnership with Tito’s Vodka we will create pop-up cocktail bars in highly populated cities across the nation highlighting our mocktails in combination with Tito’s.

By seeing the simplicity and convenience of the mocktail first hand and having the opportunity to taste test, we believe that millennial consumers will be very attracted to this product and will be inspired to purchase in the future. By using these media mediums and pushing these specific products we believe that we will be able to effectively increase brand awareness among the millennial market and be in the perfect position to introduce our second phase: We Deserve it Real.

-A real, powerful taste that stands on the shoulders of real fruits, not some mishmash of artificial flavors. It gives a vibrant taste, a sense of clarity and energy with every sip. -A real importance put on making sure our products are healthy, providing options that don’t obfuscate the facts to try and upsell factors for consumers who just want the truth. -A real acknowledgement of where we fit into our market’s lives; not some super, life-de-fining brand, but as a dependable, understandable option, be it at parties, health reasons, outdoor activities, and more.

Our findings show that a major disconnect between Ocean Spray and the millennial market outside of the lack of awareness that Not Just Cranberries addresses is that the authentic qualities of the brand that come across as antiquated to younger consumers. That’s not to say that authenticity doesn’t ring true with this demograph-ic; in fact, a brand coming across as authentic is one of the most valuable qualities to this segment of the mar-ket, creating highly effective digital brand advocates.

To achieve a sense of “modern authenticity,” Ocean Spray must show a level of transparency and relatability that goes beyond a quality product. Millennial consum-ers will not align themselves with a brand unless the company and brand as a whole reflects their values, even if high quality product advertising demonstrates that a product would fit them well. They know that the brands they associate with reflect on themselves. file:///Users/imagewest/Desktop/Screen%20Shot%202018-03-19%20at%2012.27.33%20PM.pngThis campaign unifies with a commitment to this overall concept of modern authenticity and transparency. The “We Deserve it Real” campaign recognizes this genera-tion’s need for an identity without concessions. We will highlight the unfettered aspects of our brand that ce-ment us as a company millennials will associate with.

More than just a messaging shift, phase two brings about a change in visuals. With it’s increased popularity since 2016, millennial pink and other similar, faded colors have caught the eye of companies as a marketing tool. Our switch in color directly targets millennials, while only slightly changing the original color scheme in order to keep the current market. We’ll be sending out this new campaign message through many of the same avenues used during the Not Just Cranberries campaign. The messaging via billboards, Instagram, Pinterest, Snapchat, Amazon Prime, Hulu and YouTube will all continue, phasing out the Not Just Cranberries messaging during Q2/Q3 for a full changeover to the new messaging by Q4, depending on our analytics during phase one. We’ll also be doing in-store activation, putting displays with Ocean Spray and Tito’s products in stores for a convenient real life introduction to the new messaging. Additionally, we’ll be launching a website centered around phase two to help immerse our target into the consumer focus of this campaign. It’s here that we’ll be integrating our partnerships with charities, using online video to get consumers involved in our shared story.

The “We Deserve it Real” campaign strives to redefine authenticity for a new generation that needs it more than ever, and imbue our products with that same spirit and honesty that Ocean Spray has represented since the beginning.

To target a younger audience, we’re using social media platforms in-cluding Instagram, Pinterest, and Snapchat. We will spend 15 percent of our budget for a total of 320,000,000 impressions (316,483,473) as we transition from phase one and Not Just Cranberries into phase two and We Deserve it Real. A third of our media spend is in video, specifically Hulu; with a heavy young demographic user-base due to Hulu’s freemium service, it’s the ideal choice to act as the backbone for our campaign. The remaining 51 percent is spent in two main ways; billboards in ten cities across the US chosen to fit our target demographics. These cities’ market areas’ will encompass the majority of stores we’ll be involving in our in-store activation . After driving brand awareness in phase one, in-store activation will be a powerful driver to push impression-point sales while also giving the brand’s consumers a chance to interact with Ocean Spray’s product lines.

Starting at the end of Q1, we need to conduct research testing the success of our product awareness campaign. After comparing the profit margin increases in our ten DMA’s throughout the campaign, we can choose to allocate money through video, social, and digital ad serving to maximize profitability. After our twelve month campaign, we can bring the campaign into more and smaller DMA’s around the country, Nashville, Tampa, and Milwaukee to start.

During each quarter, we will continuously evaluate how aspects of our campaign are working. We will embed all online video with links to the website in order to track impressions and click through rates. Through the use of analytic tools, we will also be able to track engagement via all social media aspects. Similarly, our nationally syndicated commercials will be tracked analytically to measure audience size. Using out-of-home advertising in the top ten DMAs in the United States, we will be able to measure an increase or decrease of product sales in these specific areas. At the end of each quarter, we will re-evaluate each segment of the campaign to dissect problems and successes in order to better reach our target audiences.

After Q4 and the complete rollout of phase two, we’ll take a deep dive into the overall results of both phases to discern which direction to go. We can implement the regional promotions (in-store activation and billboards) in smaller DMA’s if the data estimates it will have a positive effect. We’ll be maintaining the We Deserve it Real website in perpetuity, keeping the community engagement going and continuing our involvement with the charities we’ve partnered with. Assuming that the We Deserve it Real campaign has landed and stuck with the target audience, we will integrate the messaging principles of modern authenticity into overall Ocean Spray branding going forward.

https://www.foodbev.com/news/new-us-survey-throws-light-on-millennial-snacking-habits/

https://www.ers.usda.gov/webdocs/publications/86401/eib-186.pdf?v=43097

http://www.goldmansachs.com/our-thinking/pages/millennials/

https://www.salesforce.com/blog/2015/06/why-millennials-convenience-generation.html

https://onlinelibrary.wiley.com/doi/epdf/10.1002/smj.810Hyperlinks:

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