This campaign was created for Ocean Spray, presented at the 2018 National Student Advertising Competition. We were tasked with crafting a fully integrated marketing campaign for both a $5 million and $10 million budget including, radio, social, and TV advertisements. The following plansbook is a culmination of research and executions of our plan followed by several mock commercials.
Below is a Thanksgiving radio advertisement created for streaming platforms. The copy reads:
"We know all the work that goes into making the perfect harvest,
You know all the work that goes into making the perfect holiday,
Together, we're the perfect pair.
Ocean Spray. The superfruit that works as hard as you do."
The following ad is a minute long manifesto for the brand to be displayed on their website and Youtube page.
The 30 second spot is a shortened version of the manifesto. The copy reads:
“Days start early.
Life moves fast, and let’s face it, cravings happen.
They’re nothing new, but the way you satisfy them should be.
Indulge in a superfruit that powers your day.
We’re not just immune boosting, heart healthy or loaded with antioxidants.
We are all these things and we’re just one berry.
At Ocean Spray we are doers supporting doers.
So whatever you do and however you do it, let our growers support you.
Ocean Spray The Superfruit that works as hard as you do.”
Below is the Thanksgiving radio ad translated to Spanish.
The following 15 second encourages the heart healthy benefits of the cranberry in supporting millennial's active lifestyle. The copy reads:
“You set the bar high, and Ocean Spray is right there with you.
Our cranberries provide the heart healthy boost you need.
So let our growers’ hard work keep you going
Ocean Spray, The Superfruit that works as hard as you do”
6 Second ads were created for social media platforms, including this one about a mom on-the-go.
This 15 second ad was directed towards our more active target and the benefits cranberries can provide to them.
We also translated the previous ad to Spanish
We wanted to appeal to our more outdoorsy target with this hiking ad.
This 6 second ad features our target the "entry level professional"
The budget also included streaming ads on Pandora, this one appealed to our on the go consumer and satisfying their snack cravings .
This radio ad was geared towards consumers on the afternoon commute home.
We also sponsored an hour of ad free listening.
