Power. It’s a word that directly aligns with the feeling you get after indulging in a delicious, healthy beverage at the hands of Ocean Spray Cranberries. Now, the supplier is bringing more attention to its better-for-your beverages with its new creative campaign, All That Power™.
“Our new Better For You creative launches at a time when New Year's resolutions can bring a lot of self-doubts, and we hope to give consumers the confidence to believe in themselves. We want to drive home that they can enjoy delicious taste and flavor while also limiting sugar and calories,” said Trinh Le, Ocean Spray Vice President, Next Gen Beverages. “We are also dedicated to product innovations that meet the needs and desires of consumers who are seeking more out of their juice drinks.”
Developed by Orchard Creative, the campaign features two TV spots, one for Diet Cranberry Juice Cocktail and the other for the new Immunity Orange Mango and Revitalize Cranberry Pineapple juice drinks. As a press release noted, both comedy-driven films are directed by the award-winning Jeff Low (Biscuit), making this a back-to-back collaboration between Low and Orchard.
In each spot, “Don’t Clown” and “Cranfidence to Win,” the lead character is overtaken by an overwhelming newfound confidence, or “Cranfidence,” inspired by Ocean Spray’s incredible feat of making Better For You juice products without sacrificing flavor. The spots close with an extension of this cranfidence to its audience, landing on the campaign line YES YOU CRAN™.
“The New Year is typically a time of restriction and denial. And juice is usually on that ‘no’ list, but cranberry is one of the most widely available superfoods around. So we were excited to make work that shows choosing a Better For You cranberry juice drink as a ridiculously empowering act,” said Heather Larimer, a Creative Director of Orchard Creative.
Click here to read more about the company’s latest campaign. And keep clicking on Deli Market News for the latest updates in our industry.