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Ocean Spray Cranberries has turned the table on the cynical times in which we live in its first campaign created by Arnold Communications.
“Refreshingly honest” replaces both “Crave the wave” and the more recent “It’s your zing” as the positioning line for all Ocean Spray products. Ads target the beverage realist.
One TV spot features a contractor being brutally honest with a stunned couple. Another commercial focuses on two people returning from a disastrous first date.
Ocean Spray has committed $50 million to the placement of TV, print and radio ads.
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