Ocean Spray
"Calm down, it's just a Mocktail!"
Strategy
Draw millennials to Ocean Spray by playing on humor and using social media to create buzz about a singular product in order to initiate the presence of the entire brand.
Brief
Create a campaign that brings awareness to millennials for Ocean Spray that creates a brand presence and loyalty among them.
Social Media: 30 Days of Mocktail Madness
Social media plays such a huge role for millennials, we wanted to use familiar trends in order to better express the message. By creating memes that encourage laughter, we felt millennials would feel more connected to our product. We decided to choose Ocean Spray's Mocktail after research showed that it is the most viewed and talked about product on Ocean Spray's social media platforms.
OOH: Mocktail Pop Up
Ocean Spray is a family brand. We wanted to let everyone know that even though the tone for our Mocktails campaign is funny, drinking responsibly or not at all is very important to us. We wanted to incorporate pop-up vending machines that sold a variety of Mocktail flavors and spread the message that we are donating a percentage of money profited from Mocktails to Phoenix House. Phoenix House provides individualized, holistic drug and alcohol addiction treatment, with a legacy spanning nearly 50 years. (www.phoenixhouse.org)
Pop Up Vending Machine:
Our Pop Ups will be located in city areas, malls and campuses. From afar, a customer will see money falling with the text "The Money You Spend" atop it. When they touch the screen, new text below and above will reveal: "30% of the money you spend on Ocean Spray Mocktail will go to Phoenix House, learn more at OSMPH.com" after which, drinks will appear for purchase.
Website: OSMPH.com
Or Ocean Spray Mocktail Phoenix House will be a specialized site that offers information on the partnership, ways to get involved, donations and where you can locate vending for Mocktails.
