Oceanspray "Straight from the Bog" Campaign
Transcript of Oceanspray "Straight from the Bog" Campaign
![Page 1: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/1.jpg)
Ocean Spray Cranberries Inc.“Straight from the Bog”
Emma NicholsHolly Raine DesMeules
![Page 2: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/2.jpg)
Started over 80 years ago.
Leading producer of shelf-stable juice drinks.
The concept of “Straight from the Bog.”
Ocean Spray
![Page 3: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/3.jpg)
Primary Agency – Arnold World Wide◦ http://www.arn.com/
Media Agency – Zenith
Contributing Agency – Weber Shandwick
Agency
![Page 4: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/4.jpg)
America was getting fat.
The avoidance of drinking fruit juice.
Sales were down and so were Ocean Spray Sales.◦ Ocean Pray sales were down 22%.
Online survey
Problem/Research
![Page 5: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/5.jpg)
Capri Sun
Motts
Welch’s
Hi-C
Competitors
![Page 6: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/6.jpg)
Give their consumers the health benefits of drinking cranberry juice.
Find a way to get this message in a way that would be relevant to their consumer.
What they needed to do
![Page 7: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/7.jpg)
Increase base volume Increase share of market Increase web traffic & cranberry club
membership Get our marketing notices with consumers,
the press, and selfishly, the industry. Increase and stabilize brand measures.
Objectives
![Page 8: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/8.jpg)
Re-introduce America to the cranberry.
Phyto-chemicals called pro-anthocyanidins◦ A.K.A. PAC’s
Target audience – “boomer women.”
The slogan◦ “Powerful nutrients that cleanse and purify your
body and help strengthen your immune system.”
“The Big Idea”
![Page 9: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/9.jpg)
Paid Justin and Henry
◦ http://www.arn.com/creative/work/straight-bog “Bogs across America.”
◦ http://www.arn.com/creative/work/bogs-across-america
Surrounding the “Bogs.” “Bog Squad” TV placements, Commercians, Radio,
Transit, Phone Kiosks.
Tactics
![Page 10: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/10.jpg)
Cranberry Christmas◦ http://www.arn.com/work/case-studies/ocean-spray
Earned http://www.oceanspray.com/
Social Facebook
◦ http://www.facebook.com/oceanspray Twitter
◦ https://twitter.com/#!/OceanSprayInc
Tactics
![Page 11: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/11.jpg)
Magazines, Adweek, New York Times.
Decas Cranberry Products.◦ www.scamberry.org
News Coverage
![Page 12: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/12.jpg)
Objective 1: Increase Base Volume by 5% year over year:
Objective 2: Increase Share of Market: Objective 3: Increase web traffic by 10% &
Double Cranberry Club Membership: Objective 4: Get our marketing noticed with
consumers, the press, and selfishly, the industry:
Objective 5: Increase and stabilize brand measures:
Evaluation
![Page 13: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/13.jpg)
On going. Sales are up. Successful.
Current
![Page 14: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/14.jpg)
Weaknesses Objectives are vague. Small target audience. Research Slogan
Strengths Wide Variety of Tactics A lot of objectives Relatable
Opinion
![Page 15: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/15.jpg)
Framing Theory
Advertising Theory
Two-Step Theory
Theories
![Page 16: Oceanspray "Straight from the Bog" Campaign](https://reader035.fdocuments.in/reader035/viewer/2022081401/5563b055d8b42a79028b4c0b/html5/thumbnails/16.jpg)
“Hello, We’re Ocean Spray Growers.” Arnold Worldwide. Retrieved November 17, 2011 from http://www.studygs.net/citation.htm
“Ocean Spray Shares the Cranberry Story 'Straight from the Bog'.” PR Newswire.
Retrieved November 17, 2011 from http://www.prnewswire.com/news-releases/ocean-spray
“Straight from the Bog.” Effie Awards. Retrieved November 17, 2011 from http://s3.amazonaws.com/effie_assets/2008/2336/2008_2336_pdf_1.pdf
“Integrated Marketing Campaigns.” Slide Share. Retrieved November 17, 2011 from http://www.slideshare.net/digitalvidya/integrated-marketing-campaigns-
References