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The bog is in the background at Ocean Spray, and the cranberries are front and center.
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.
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