As a world-class brand with years of equity globally, Ocean Spray has been a success since it was launched in the region, yet only appealed to a niche health conscious audience. The brand was looking to widen its reach and increase its market share, especially among young mothers throughout the MENA region from KSA to the UAE and Lebanon.
Our goal was clear: communicate with a wider audience! To do so effectively, we dived into in-depth research about the behaviors and consumers habits of our target audience.
The insights became the starting point of our strategy as it was clear to us that in addition to brand awareness, our audience should engage and interact with the brand so that they start reaching for it. Our long partnership with the brand allowed for different campaigns and tactics deployed through the years. We developed a full-fledged TVC campaign, OOH, radio ads and POS to raise awareness on the brand name and the main claim “naturally better”. We also went into handling their POS & retail presence in all 3 target markets, developing supermarket pop-ups, stand-alones, various in-store branding, as well as fully digitized sampling booth, directly linked to their CRM.
On social media, our strategy was to build relatability with our audience through localized content, educate them about the key benefits of the brand while offering them new ways to integrate the full product line in their daily diet. We shot a series of recipes with cranberry as the hero ingredient and collaborated with key influencers from the region to show the audience how to integrate the products into their day to day life.
Taking the brand to the next level digitally, we developed Cranberry Squeeze, a highly addictive mobile game that incentivized players with actual prizes they could redeem in supermarkets. We also handled the brand’s presence in various trade events such as Gulfood, HORECA & the Garden show, working on the stand branding and using Cranberry Squeeze as a great magnet to draw people to the stand, play, win and engage with the brand.
A long successful partnership with a world-class brand, our ongoing work with Ocean Spray pushes us to keep exploring ways to reinvent the brand’s communication reaching new audiences and overcoming new business challenges. We continue to support them through the full spectrum of communication, from traditional media & advertising, POS & retail, social media and soon product innovations.