Roles: Lead Creative, Copywriter, Strategist, Presenter

The Ask: 

Create an integrated holistic marketing campaign that drives relevancy of the Ocean Spray brand for millennials across both food and beverage.

The Takeaways:

With everyone else in the category shouting about taste, health, and heritage, saying the same thing won’t get Ocean Spray to stand out. But Ocean Spray has something that its competition does not – the cranberry. They can rise above the chatter by highlighting what makes the cranberry so special, and by telling the target there's no better time than all the time to change up their everyday. In a sea of sameness, Ocean Spray reminds the target that even the smallest of acts (or berries) can Add Different to Your Day.

See the full plansbook here.