Ocean Spray

"Calm down, it’s just a Mocktail."

Objective
Create a campaign that brings awareness to millennials for Ocean Spray that creates a brand presence and loyalty.

Target
Millennials, 21-29
Strategy
Draw millennials to Ocean Spray by playing on humor and using social media to create buzz about a singular product in order to initiate the presence of the entire brand.

Social Media

Because social media plays such a huge role for millennials, we wanted to use familiar trends in order to better express the message. By creating memes that encouraged laughter, we felt millennials would fell more connected to our product. We decided to choose Ocean Spray's Mocktail after research showed that it is the most viewed and talked about product on Ocean Spray's social media platforms.

OOH

Posters like the below will be displayed near colleges and malls. We want to show the ads primarily where millennials frequent.