Ocean Spray Makes a Power Grab With Brand Refresh

Two years after the 92-year-old consumer packaged goods marketer was surprised by a feel-good viral TikTok video, Ocean Spray is looking for other waves to ride with a major rebrand. The focus is on the power of the cranberry as consumers’ taste for juice has diminished.

Most major beverage brands, such as Coca-Cola and PepsiCo, have stressed attributes like health and energy in their product line shifts over the past year.