2. Started over 80 years ago.
Leading producer of shelf-stable juice drinks.
The concept of “Straight from the Bog.”
3. Primary Agency – Arnold World Wide
◦ http://www.arn.com/
Media Agency – Zenith
Contributing Agency – Weber Shandwick
4. 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
6. 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.
7. 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.
8. 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.”
9. 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, Ph
one Kiosks.
11. Magazines, Adweek, New York Times.
Decas Cranberry Products.
◦ www.scamberry.org
12. 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:
14. Weaknesses
Objectives are vague.
Small target audience.
Research
Slogan
Strengths
Wide Variety of Tactics
A lot of objectives
Relatable
15. Framing Theory
Advertising Theory
Two-Step Theory
16. “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.p
df
“Integrated Marketing Campaigns.” Slide Share. Retrieved November
17, 2011 from http://www.slideshare.net/digitalvidya/integrated-
marketing-campaigns-