Ocean Spray Expands Presence on Web

BOSTON A “bog cam,” original cartoons and Webmercials are among the fare served up by Connelly Partners on Ocean Spray’s recently redesigned Web site.

“We wanted to show consumers how Ocean Spray fits into their lives,” said Robert Guay, interactive director at Connelly Partners, an independent shop here.

The online clips feature the continuing adventures of the cranberry grower characters introduced in the client’s “Straight from the bog” TV spots by Havas’ Arnold in Boston. The premiere installment in the series is holiday themed and stars a live turkey. Additional spots will recognize American Heart Month in February, new product launches and cranberry harvest time.

“The Adventures of Wade and Wonderberry,” a cartoon series, will soon debut in the “Ocean Spray Kids” section of the site. The kids’ section will also include interactive games and crafts.

In addition, oceanspray.com visitors who are interested in how cranberries are grown and harvested will be able to view a live Webcam trained on a bog in Massachusetts throughout every season.

“Our goal was to convey the heritage of the brand through the overall design and content of the site and to extend Ocean Spray’s efforts to educate consumers on the unique attributes of the cranberry and how it is grown,” said Guay.

The overall site design is based on the weathered wooden crates traditionally used to harvest cranberries.

Meredith Schwinder handled art direction, working with copywriters Peter McCleary, Ronan Doyle and Liz Griffith.

—Adweek staff report