Branding

Ocean Spray Makes a Power Grab With Brand Refresh

No more farmers in a bog—and don't call this cranberry company 'a juice marketer'

a bottle of ocean spray cranberry juice — The new campaign calls on the "inherent power" of Ocean Spray’s cranberries.Ocean Spray

By David Kaplan

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

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.

David Kaplan

@davidakaplan

David Kaplan is a freelance writer for Adweek and the co-owner of Brand Newsroom LLC, an editorial consultancy.

Recommended articles