Ocean Spray Plansbook

SuEmXmECaUryTIVE TABLE OFContents Ocean Spray has a rich 90 years of grower-owned history. It is a brand 1 Executive Summary that owns 65% of the cranberry market and has developed diverse 2 SITUATIONAL ANALYSIS products and innovations, such as Craisins and Pact.1 3 Research Overview 4 Brand Perception After researching Ocean Spray’s brand heritage, we’ve concluded it 5 Consumer Segments is relevant to Millennials. Its unique family farm co-op model allows 6 insights to strategy consumers to know exactly where the fruit is grown and sourced 7 Plan of Action and by whom – something that is important and appealing for this 8 Campaign Overview audience as they seek transparency from companies. 9 Creative Executions (Phase 1) 13 CREATIVE EXECUTIONS (Phase 2) This facet of Ocean Spray has always been there. Now, our campaign 17 Media Flow Chart will highlight it and put these brand attributes front and center, as we 18 Campaign Evaluation ask the target to “Come to the Bog”. 19 Additional Recommendations THE CHALLENGE Drive relevancy among Millennials with a nationwide campaign that showcases the unique Ocean Spray way of life. THE OBJECTIVE Increase brand equity by 7%+ among Millennials Generate 0.5% increase among Millennials’ household penetration in two years 1.

AnsailtyusaistionalToday, Millennials perceive traditional juices as This search for new, healthier options has also spreadtoo sweet, caloric and artificial. Instead, they turn to the snack industry. Consumers are choosing driedto beverages that are low in sugar, have more fruits to satisfy their cravings instead of salty snacknatural ingredients and are exotic in flavor. These alternatives.5 Private labels are winning in thisdrinks include flavored, sparkling and functionally category, as they are perceived to have as muchenhanced waters. (e.g. water enhanced with quality – and a lower price – as the known brands.6electrolytes, aloe vera, lucuma and othersuperfoods).3 In this competitive landscape, Ocean Spray continues to be a well-recognized juice andCapitalizing on these trends, the industry has snack brand with their flagship cranberry juice,saturated the market with new and innovative drink sauce and dried fruit. While most competitors aimproducts. In fact, 4,373 new beverage products to capture Millennial loyalty with trendy flavorswere launched between January and November of and ingredients, Ocean Spray’s strengths can be2017.4 It is no wonder the traditional juice market leveraged to connect with Millennials on a deeper,has stagnated. more relatable level.This graph gives a quick view of the category that Ocean Spray competes in now. It is not just about juicesanymore. Consumers are substituting flavored and enhanced waters for juice. KEY: 2.

OvRerEvSiEeAwRCH RESEARCHMethods From a nationwide survey to qualitative studies Shelf Analyses of Supermarkets Interviews & Word On-Site like taste tests and shelf analyses, we made some & Convenience Stores: Associations: Visit valuable discoveries: Ocean Spray is hidden Millennials know among competitors on the Millennials perceptions of Ocean Spray shelf including private labels. Ocean Spray as How, when and why Millennials buy the “cranberry brand.” cranberries/ cranberry products Social Media Listening Studies: Secondary Total Research The connection between Millennials and Millennials don’t find Research Studies Impressions Ocean Spray Ocean Spray’s social content & Industry/ interesting or relevant. Market Articles Taste Tests: Survey Respondents: Millennials generally don’t Millennials go-to drink prefer the cranberry flavor, is water. Only 9% prefer but enjoy Craisin variations. juice.STRENGTHS WEAKNESSES OPPORTUNITIES THREATS700+ co-op family farms7 Low awareness of new Ocean Introduce more experiential Oversaturation within the Spray products like Organic, marketing beverage market10Competitive advantage of the Pure, Pactcranberry market (65%)8 Capitalize on “shareable Negative connotation of juices Low awareness of brand economy” trendLarge variety of products, such heritage and snacks with “too muchas mixed cranberry juices and Implement more product sugar” 11Craisins Millennials only associate innovation and personalization cranberries with Thanksgiving trends9 Unforeseen economic impacts and Christmas such as tariffs, government regulations andlabor costs 3.

PercBeRpAtiNoDn It’s a good brand with high quality products and something I can trust.Through primary research, we explored Millennials’ current perceptionof the Ocean Spray brand. Overall, most respondents recognize the Ashley, 30blue wave logo or reference “the two guys in the bog.” The packaging isrecognizable, but outdated and also indistiguishable from private label If it was organic, i’d love it.juices such as Walmart’s Great Value brand. Kate, 2546% every thanksgiving my grandma makes cranberry sauce with their cranberries.are able to recall, with Mark, 27 no prompting, that Cranberry products Word ASSOCIATION Ocean Spray is are not top-of- mindtvv “the cranberry brand.”40% Negative perceptions of the brand JuiceCranbSerwryeMeixter are due to high sugar content snf RraVedauciritketyassociated cranberries or unnatural ingredients in the products. The target is not aware Family with either of Ocean Spray’s Holiwdaavyes sUuTtIrgHRDaeearfadirrlntiekythshyioitnnagastly healthier products,cranberry sauce such as Organic, 2ocgeuanys or thanksgiving. Pact or Pure.58% the target is surveyed have a unaware of the brand’s positive heritage perception of and co-op structure. Ocean Spray. 4.

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StrINaSteIGgHyTS TO brand iNSIGhTsFrom the research, key insights were identified for the brand and the category that makeOcean Spray relevant to Millennials: Ocean Spray has all the elements of a brand that appeal to this target:target market iNSIGhTs farming trend connects them to nature It is a co-op of 700+ family farms that They carfeoaobdoiustfrwohmere their own the brand.17 Cranberries are sourced right on theseof Millennials surveyed Millennials aspire to farms.agree with this become farmers, get The farmers care about sustainability ofstatement. back to nature and grow the land, so they can pass it down to the their own gardens/food.16 next generation. say sustainably-sourced co-op structure is Ocean Spray should leverage this by ingredients are very appealing to millennials speaking to Millennials about these important in their brand values. purchase decisions.14 They prefer locally sourced organic categorytarget has a passion for produce from co-op iNSIGhTs travel & experiences farmers and community markets. In today’s beverage landscape, Ocean of Millennials want to Spray is seen as too traditional in what has learn something new become a highly innovative industry. while traveling.15 The brand has several products that will appeal to Millennials: Pure, Pact and Organic fit into what this target seeks. Ocean Spray needs to do more promotion for these products that appeal to the target. 6.

Actpiloann of Campaign Manifesto Strategy & big idea An Ocean Spray Our strategy positions Ocean Spray as a heritage cranberry isn’t brand whose essence is defined by the farm families just a cranberry. who grow the cranberries. These families and their cranberry bogs make Ocean Spray different from It’s an early start before the sunrise. other food and beverage competitors. It’s a pair of waders and a ton of hard work. The campaign message of this strategy is a call to A smile, a perfect day and over 700 different family action for the target to, “Come to the Bog,” as an farms. It’s an experience that you have to see for escape to a place with history, heritage and family. yourself. Because our co-op isn’t just harvesting It has two meanings: “Come to the Bog,” literally cranberries. It’s harvesting all of the quirks, -- but also “Come to the Bog” by enjoying Ocean traditions and heritage that goes with our brand and Spray products. the boggers who own it. So even if you can’t actually visit, just take a sip or a nibble of some Ocean Spray, Campaign logo and you’ll be right here with us. This logo for Phase 1 promotes the “Come to the Bog” experience and is lighter in branding. oCEAN sPRAY. Come to the bog. COME BOGTO THE 7.

OveCrAvMiePwAIGN PHASE 1 PHASE 2Built from target audience and brand insights, the “Come to the Bog” campaign isdeveloped through two phases:Phase 1 (June-October) Phase 2 (November-May) JUNE OCT/NOV JAN MAYSeeks to increase awareness of Ocean Focuses on promoting Ocean Spray Come to the Come to the Bog: Product PushSpray’s brand heritage and drive products with the goal of increasing Bog: Contest Partnership: Airbnbengagement through high reach media sales. During this phase, the creative Cause Marketing: FFAand creative executions. A national will emphasize that every bite and sip Partnership:contest will launch in which the target can of an Ocean Spray product brings the Airbnbapply at the “Come to the Bog” microsite experience of the bog. This phase beginsto become boggers for a week and with holiday promotions, then leads to anexperience the co-op’s proud traditions. exclusive partnership with Airbnb. Cause marketing that contributes to the Future Farmers of America is also added. HolidayBUDGET DMAS media overviewWith a $5 million budget, media The top 10 markets with the highest concentration of Millennials DIGITAL Outdoor/placements will include digital, out-of- will be used for out-of-home and experimental media.18 ambienthome, experiential, cause marketing Facebookand a partnership. Instagram Subway/Train LinkedIn Bus 92 6 YouTube Airports Hulu Malls/Restrooms 4 5 Spotify Supermarkets (Trad.) 8 Online Displays Gas Stations 1. Austin, TX 10 Scan & Go Convenience Stores 3 Voice Search In-Store POP 1 2. Salt Lake City, UT 7 cause marketing/ experiential partnership 3. San Diego, CA Pop-up Kiosks FFA Vending Machine 4. Los Angeles, CA Airbnb Cran-terns Produce Panic 19% Out-of-Home/Ambient 5. Denver, CO 10% Experiential 30% Cause Marketing/Partnership 6. Washington, DC41% Digital 7. Houston, TX 8. Las Vegas, NV 9. San Francisco, CA 8. 10. Dallas-Ft. Worth, TX

CREATIVE JUNE-OCTOBER PHASE 1Executions &RAMTIEODNIAALEs “Come to the Bog” Microsite“Come to the Bog” Experience Acting as a hub in Phase 1, this microsite allows consumers to submit their video applications for the “Come to the Bog” experience. As part of a national contest, Ocean Spray will invite 50 pairs (100 total) of the target audience to stay with a cranberry co-op family for one week during harvest time. Applicants will submit a video, no longer than a minute, describing why they would make great boggers. Ocean Spray will pick the winners based on these submissions. During their stay, winners will experience and learn the life of a cranberry bogger. The contest will be prominent throughout all executions until winners are announced. Digital 9.“Come to the Bog” Launch Videos The campaign will launch with 15-second and 30-second videos on YouTube and Hulu showcasing Ocean Spray co-op families inviting viewers to apply for the competition and visit the microsite. See the videos here: Launch Video 1: vimeo.com/260646443 Launch Video 2: vimeo.com/260646468 password: NSAC18Team500 19 20

CREATIVE JUNE-OCTOBER PHASE 1Executions &RAMTIEODNIAALEsDigitalLinkedIn, Facebook and Instagram boosted andorganic posts will put out the call for boggers. Theyall link back to the microsite. 87% of Millennials reported having a Facebook account21 59% of Millennials are active users22 38% 10. of LinkedIn job hunting professionals are Millennials 23

CREATIVE JUNE-OCTOBER PHASE 1Executions &RAMTIEODNIAALEsOnline Display Ads Point-of-PurchaseDisplay ads will be placed on websites Vinyl floor decals will be placed in the aisles of grocery stores that lead to the Ocean Spray shelf.most frequented by Millennials.24 A large shelf insert will be displayed around the Ocean Spray products with a monitor that plays a video loop about the bog being the source of the products. There is also a coupon display.PUBLISHING SITES: ExperientialSPECIALTY SITES:e-COMMERCE: Pop-Up Kiosks The kiosk is a place where the consumer can actually film his/her video submission for the contest. After the video is submitted, users will receive an Ocean Spray sample. This interactive opportunity generates user content and gives consumers an experiential way to submit an application. Cran-terns To celebrate the cranberry harvests around the country, Ocean Spray will set up a “Cran- tern” booth at cranberry festivals. Cranberry shaped lanterns will be released to signify the cranberries rising in the bogs. This event will be promoted on social media and encourage user generated content. 11.

CREATIVE PHASEJUNE-OCTOBER 1 Executions &RAMTIEODNIAALEsOut-of-HomeOur OOH and ambient advertising puts out the call for boggerson buses, posters, gas pumps, airplane trays and in kiosks. Theseare in high traffic areas like malls, shopping centers and airports. 25 Airbnb Partnership 26 Ocean Spray will exclusively partner with Airbnb for theof Airbnb users are “Come to the Bog” experience.between the ages of25-34.27 User Generated Social Media UGC from the contest using #CometotheBog. 12.

CREATIVE NOVEMBER-MAY PHASE 2Executions &RAMTIEODNIAALEs DigitalCause Marketing: YouTube Pre-rollFuture Farmers ofAmerica (FFA) 15-second unskippable pre-roll ads will run on YouTube to showThis national organization guides how consumers can “Come tostudents to a career in agriculture the Bog“ with every sip.through education. 28 ThroughoutPhase 2, Ocean Spray will donate See the video here: Social Mediaa portion of its proceeds to FFA. vimeo.com/260646496 Consumers will create user-generated content when they PR Stunt: Produce Panic password: NSAC18Team500 visit the bogs through Airbnb. Ocean Spray will re-post this content and encourage others to also book an experience. Ocean Spray and FFA want to give shoppers a glimpse into a scary future if there were no farmers. That’s why they’re taking over local grocers and clearing out the produce section. Instead of finding fresh produce, customers instead see tubes of flavored, nutritional paste. Behind the stores, Ocean Spray and FFA then reveal their own Farmer’s Market to show the importance of farmers. Voice-Activated Technology Google Home and Amazon’s Alexa will recommend specific Ocean Display Spray products or recipes that reference bidded-on key terms, This Amazon banner ad invites mimicking PPC technology. 43% users to Ocean Spray’s website. 72% Spotify of Millennials used voice- Mid-stream radio spots will convey the activated devices to make of Spotify listeners feeling of going to the bog through a purchase in 2016.30 are Millennials.29 Ocean Spray products. vimeo.com/260648007 password: NSAC18Team500 13.

CREATIVE NOVEMBER-MAY PHASE 2 Executions &RAMTIEODNIAALEsOut-of-HomeTrain/Subway StationsA looping display ad demonstrates how theconsumer is transported to the bog with every sip.Posters will push Ocean Spray’s Pact in subwaycars and stations in the Millennial DMAs. Vending Machines This interactive vending machine prompts the consumer to say, “I want to come to the bog,” creating user-generated content for the brand. The machine will then dispense a free sample of an Ocean Spray beverage. 14.

CREATIVE End Cap Display NOVEMBER-MAY PHASE 2 Executions &RAMTIEODNIAALEs Scan & GoPoint-of-Purchase A relatively new technology that streamlines the shopping process for the consumer. Scan & GoAt the point-of-purchase, there will be ads on checkout conveyor belts, end provides a quick reminder to include Ocean Spraycaps, shopping carts and coolers. products in their shopping cart. Digital Cooler Coolers will be placed beside the checkout conveyor belt in grocery stores and supermarkets. Digital glass displays with loop animation show footage of the cranberry harvest.Conveyor Belt Shopping Cart #ComeToTheBog 72% of Millennials say they are likely to use code-scanning for convenience.31 15.

CREATIVE NOVEMBER-MAY PHASE 2 Executions R&AMTIEODNIAALEs “Come to the Bog”: Product PushHolidays Phase 2 will emphasize the feeling of being on the bog with every taste, as well as highlight Ocean Spray’s healthier beverages, such asFor the holiday season, the campaign will show new holiday Pact and Pure. This phase focuses on driving sales.traditions and how Ocean Spray continues to be a part of them. See the video here: vimeo.com/260646530 password: NSAC18Team500Social MediaOcean Spray will continue boosted and organic poststhroughout Phase 2. Content showing “new traditions”and featuring their products will be on Instagram andFacebook. Airbnb Ocean Spray will create boosted social posts that invite consumers to book their own bog trip through Airbnb. 16.

Flow ChMarEtDIA OCT Experiential Produce Panic Airbnb 17.

EvalucaatimopnasignMarketing Objectives Evaluation Expected ResultsIncrease in brand Measure audience engagement on social media, microsite traffic 7%+ increase in brand equityequity and brand and the number of experiences booked through Airbnb. and brand awareness amongawareness among Use focus groups and surveys to measure post-campaign brand Millennial audience.Millennials by 7%+. awareness and perceptions. Increase Millennial populationIncrease Millennial Use IRI data to measure sales figures, gauging growth throughout household penetration by 0.5%.32population HH the campaign year in our Millennial DMAs.penetration by 0.5%. Increase Millennial sales Measure sales quarterly from DMA stores and digital sales. nationally year-round.Increase sales ofall Ocean Spray Assess sales tactics according to in-store and digital advertising, Increase engagement by 20%products outside of including Scan & Go. Increase interactions onthe holiday season. Instagram, LinkedIn and Facebook Measure increase in Ocean Spray’s social media following, by 25%.Increase Ocean mentions, shared content, etc.Spray’s digital Analyze hashtags and use social media listening to determineengagement and changes in consumer perceptions of Ocean Spray.content relevance KPIs: Click-through-rates, conversions, bounce rates, keywordto Millennials. search ranks, etc. Sources View for sources: https://tinyurl.com/Team500Sources 18.

RecomAmDeDnIdTaIOtiNoAnLs with $10 millionThe $10 million total budget will be an enhancement of the Television 86% of Millennialsintegrated campaign with the opportunity for more traditional watch prime timeplacements. “Come to the Bog” contest spots will air in programming live.Additions include: Phase 1. Mid-Phase 2 will be teaser videos for Broadcast television & radio spots in our Millennial markets the product innovation/experience. Including Programmatic digital media buying broadcast TV will reach more Millennials than Product Innovation & Coachella: ‘Bog in the Desert’ digital-only video placements.This will more than Impression numbers will Radio AM/FM93%(broadcast) increase from Product spots will launch Phase 2 of the campaign,TRIPLE utilizing the power of audio describing the weekly reach among 22,440,962,000 experience of the bog with every sip or bite of Millennials remainsaudience engagement to an Ocean Spray product.and impressions 80,171,177,343Further increases Further increases Programmatic digital media buying The average conversion for household During Phase 1 & 2, targeted digital ads will bebrand delivered nationally across an online ad network 4x HIGHERprogrammatic buying rates penetration in through bidding on the Millennial audience. than traditional methods.awareness our target audience.andpurchaseintention 19.

PIrnondouvacttion & Coachella BOG IN THE DESERTWith a $2.75 million investment, Ocean Inside Bog in the desertSpray will introduce another innovativebeverage to the market: Cranberry- Limited-Release Product Hypeinfused Sparkling Water. Beginning inFebruary, with a PR stunt that reveals Awaiting the public launch of the new product,the new drink, its exclusivity will hype social media will be packed with hype contentconsumers up for its public launch at leading up to Coachella.the 2019 Coachella Valley Music & ArtsFestival in April. Coachella New Product This all-new product’s official release starts at Coachella with free samples PR Scavenger Hunt of the flavored sparkling water accompanied by an air-conditioned The top-secret Ocean Spray “Bog in the Desert”. Branded product will be placed in the 10 misting fans distributed throughout Millennial DMAs for consumers to the grounds will entice festival- find on the launch day in February. goers to cool off with Ocean Spray Clues will be given out on social and stay hydrated with the new media for participants to seek Cranberry-infused Sparkling Water. out the new product. The people who find it will receive two tickets to Coachella in April, where the product will have its official launch nationwide.Rationale 20. We found that nearly half (45%) of music festival-goers are Millennials. 63% of those said they would see a brand more favorably if it gave out something with a practical use especially in the moment. 80% felt they were more likely to recommend a brand on social media after seeing or trying it at a festival.36