Ocean Spray has introduced a fresh tagline and campaign called “Just Add Cran,” which aims to unify its future creative endeavors. This move is part of the brand’s first identity refresh in more than two decades, as it seeks to emphasize its unique and unconventional approach to culture, creativity, and consumer engagement. The campaign focuses on promoting Ocean Spray’s juice blends, Craisins dried cranberries, and Zero Sugar Cranberry Juice Drink, which was launched in October. By doing so, Ocean Spray joins other beverage brands that are capitalizing on the growing demand for healthier options. The ads also introduce a new character named Johnny, who personifies the brand’s New England roots and the resilience of the farmer-owners who are at the heart of Ocean Spray.
To kick off the new campaign, Ocean Spray has released three 15-second spots. The first spot, titled “Dating,” presents a fictional dating show where Johnny pitches Craisins as the perfect match. In another spot called “Diner,” the brand showcases its Zero Sugar Cranberry Juice Drink as a healthier alternative for a diner-goer. The final spot, “Video Call,” features Johnny joining a virtual meeting to offer Ocean Spray beverages, including Cran x Mango and Cran x Pineapple. These ads mark a significant evolution for Ocean Spray, as they bring the cranberry bogs, one of the brand’s most recognizable visual assets, into real-life settings for the first time. Additionally, the introduction of Johnny as a brand character aims to create a new icon for the next generation while continuing to highlight Ocean Spray’s co-op owners.
According to Monisha Dabek, the Senior Vice President and Chief Commercial Officer, USA at Ocean Spray, the new campaign not only showcases the brand’s commitment to innovation but also serves as a platform to introduce a fresh visual approach and a new brand character. By bringing the cranberry bogs to people and featuring Johnny, Ocean Spray aims to connect with consumers on a deeper level and reinforce its association with its farmer-owners. This campaign represents a significant step forward for Ocean Spray as it seeks to stay relevant in the ever-changing beverage industry and cater to the evolving preferences of health-conscious consumers.
