NSAC - Ocean Spray
Marketing Campaign
As part of the National Student Advertising Competition (NSAC), our team of design and marketing students was tasked by Ocean Spray to create a marketing campaign that will drive relevance among Millennials. Our research identified a declining juice industry, undifferentiated taste, a “big” corporate brand image, and unproven health claims. However, we found that Ocean Spray’s strongest attributes include its cooperative business structure and unique concern for communities. This enabled us to develop creative messages that would increase awareness of the co-op and create a relatable brand for the millennial generation.
*This body of work is a collaborative effort and was created with the input of many talented individuals.
Targeted Millennials
The PTA Parent
The PTA Parent will purchase Ocean Spray products to provide a healthier alternative for their children. They connect best to the community-centered and cause-driven values of the Ocean Spray brand.
The Social Activist
The Social Activist will purchase Ocean Spray products to align themselves with an altruistic brand. They connect to the cause-driven and forward-thinking values of the Ocean Spray Brand.
The Status Seeker
The Status Seeker will buy Ocean Spray products because they feel that the packaging and brand values represent who they are. Depending on their personality, they may connect with the innovative, cooperative, or CSR initiatives of the brand.
The Socializer
The Socializer will buy Ocean Spray products because of the variety of uses in food and beverage recipes. Since they like to impress their friends with new experiences, they connect best with the community-centered values of the brand.
Art Direction
“It's a Co-op Thing” is a lighthearted and quirky campaign that continues upon the existing brand equity from the “Straight from the Bog” campaign. The creative strategy subtly maintains nostalgic elements while aligning millennials with the Ocean Spray Brand. This campaign takes on the tone of Quirky, Classic, and Relatable. “It's a Co-op Thing” maintains Ocean Spray's lighthearted and playful attitude exuded in previous marketing campaigns while staying true to the nostalgic, heritage-rich values Ocean Spray embodies, all while connecting to common millennial traits and values.
“It's a Co-op Thing” is a play on the commonly known phrase, “It's a Millennial Thing,” and will highlight all “things” that millennials and the Ocean Spray co-op have in common.
Bog to Bottle
Packaging acts as a subliminal cue to assist the consumer in determining the attributes of the product without the help of other senses. We re-designed the bottle to entice the millennial consumer, meet the requirements of existing merchandise displays, and reduce plastic usage.
Guerilla
Iconic Statues
Making History. It's a Co-op Thing.
Our research shows that millennials still remember the “Straight from the Bog” commercials. This fun twist plays of the memorable campaign while making it relevant to millennials through positive disruption. This will encourage consumers to connect on social media and learn more about the Ocean Spray cooperative.
Truncated Domes
Making your Mark. It's a Co-op Thing.
Living in cities and ditching the car is a millennial thing. Due to an increase in foot traffic, Ocean Spray has an opportunity to connect with their target market by altering truncated domes. These are a type of tactile paving required on city sidewalks and subway platforms to assist the visually-impaired citizens. Using washable paint, overnight crews will transform these mundane city features into miniature bogs. Ocean Spray is taking a “thing” that people walk by every day, re-imagining it, and connecting it to the millennial spirit of innovation.