Ocean Sprays Comic Duo Boosts Sales and Sets Advertising Record
Ad Scores for Ocean Sprays Straight from the Bog Campaign Rank in Top Ten Percent
of All Ads Ever Tested
LAKEVILLE-MIDDLEBORO, MA (June 26, 2006) You
can now add humor to the list of things that come Straight from
the Bog, in addition to the health benefits, natural beauty and
American heritage of the cranberry. Thanks to Ocean Sprays successful,
new advertising campaign seen on television sets and glossy magazines
nationwide, America is getting to know and love the comic
duo of Ocean Spray character growers Justin and Henry.
Ocean Sprays Straight from the Bog advertising campaign is performing extremely well with consumers, according to industry reports. The initial ads resulted in the top ten percent of all ads ever tested by Milward Brown, a respected industry research company that measures consumer response to advertising. The Straight from the Bog campaign has also been bolstering sales of Ocean Spray across all of its business divisions, with a six percent year over year growth of the Cranberry Juice drinks.
We went back to our authentic roots as a co-operative of growers to re-introduce the cranberry to America with this thoroughly fresh integrated campaign, said Ken Romanzi, Chief Operating Officer, Domestic Food and Beverages at Ocean Spray. Our growers are proud, and were proud of everything they do for this brand and business.
The latest ads to break feature new Diet Ocean Spray Juice Drinks, a delicious alternative to diet soda with five little calories. Growers Justin and Henry always hip-deep in a cranberry bog invite viewers to Take a Vacation from Ordinary Diet Drinks. Justin, the younger of the duo, brings enthusiasm and rookie antics to the bog, while Henry, the elder grower, touts the taste and health benefits of the cranberry with a sobering seriousness. The advertising campaign embodies a simple and sincere humor that caters to all audiences and can only be accurately defined as coming Straight from the Bog.
Ocean Sprays Diet Juice Drink commercials also found their way onto the charts, ranking fourth in Advertising
Ages list of the Top 10 Most-Recalled New TV Ads. With increased brand awareness, Ocean Spray has found itself more on consumers minds and in their shopping carts.
The Straight from the Bog campaign launched nationally in October 2005, and celebrates the cranberrys unique taste, health benefits and heritage. Created by Arnold Worldwide, Ocean Sprays advertising agency of record, the campaign currently runs nationally during popular programs such as Law & Order, Cold Case, The Today Show, Good Morning America, The Early Show and Fox and Friends, and on cable outlets such as the Food Networks Food Network Challenge, Rachel Rays Tasty Travels and many others. Justin and Henry will share what theyve been up to over summer vacation in a new round of television spots that will launch nationally on October 2.
Additionally, Ocean Spray will be bringing the beauty of the cranberry harvest to select cities across the U.S. this fall with its Bogs Across America events, educating consumers about Ocean Spray and the history of the cranberry the wonderberry.
For more information on Ocean Spray and cranberries, please visit www.oceanspray.com.
Ocean Spray is an agricultural cooperative owned by more than 650 cranberry growers in Massachusetts, Wisconsin, New Jersey, Oregon, Washington, British Columbia, and other parts of Canada as well as more than 100 Florida grapefruit growers. Ocean Spray was formed 75 years ago by three cranberry growers from Massachusetts and New Jersey. Florida grapefruit growers joined the Cooperative in 1976. Ocean Spray is North Americas leading producer of canned and bottled juices and juice drinks, and has been the best-selling brand name in the canned and bottled juice category since 1981. Ocean Spray posted fiscal 2005 gross sales of about $1.4 billion.
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