1. Emma Nichols
Holly Raine DesMeules

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

5.  Capri Sun
 Motts
 Welch’s
 Hi-C

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.

10.  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

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:

13.  On going.
 Sales are up.
 Successful.

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-