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Regional AAF National Student Advertising First Place Recipients
Victory made possible by Cheesecake Factory brown bread.
Ocean Spray asked us to make them relevant to millennials.
So we wondered...
How we could revamp this brand and reintroduce it to millennials in a strong and positive way?
Through our research, we discovered that Ocean Spray has been innovating
the juice industry since its beginnings in 1930; from creating the Craisin and bog-flooding system,
to introducing the juice box to the United States.
We also discovered that Ocean Spray has self-proclaimed its cranberry,
the Wonderberry, to encapsulate its countless health benefits.
These insights led to our big idea.
Now that we had our big idea,
it was time to bring it to life.
To start, we modernized their current logo,
while highlighting the brand's year of
establishment within it, and making sure
it would still be recognized as Ocean Spray.
We also created new, eco-friendly bottles using
plant-based plastic and half-sized caps. The colored collars around the bottles will make the wide variety of juices easily distinguishable. All Ocean Spray Products will take on this new, updated design.
Bog to Store
Our video content starts by introducing Ocean Spray's Wonderberry to the world.
Use password NSAC18Team735 for all videos
We also highlighted Ocean Spray's history of innovation and sustainability.
With our last piece of video content, we turned to Ocean Spray's strong and positive
association with Thanksgiving. But we wondered, why do so many only give back
during the Holiday season? And how could we use our product, a Thanksgiving staple,
to make a lasting change outside of the season of giving?
We translated our message to social media...
...and beyond.
We created exclusive "Fuel Your Wonder" refrigerated juice machines and reusable bottles that participants will use to take home their favorite Ocean Spray juice blends,
or create their own.
Ocean Spray will introduce these machines when they sponsor National Cleanup Day.
These machines will also be present at events that encourage innovation, such as
SXSW and FutureFest,as well as at the Boston Marathon,
to enhance Ocean Spray's current sponsorship of the event.
Wonder Makes Waves is a testimonial for Ocean Spray
and everything it stands for.
Our campaign will position Ocean Spray in a fresh new way that appeals to millennials but is appreciated by all ages.
Most importantly, Wonder Makes Waves will make a difference.
Because at the end of the day, progress begins with wonder.
And wonder begins with you.
© 2015 Julia Paccone. All rights reserved.
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