Ocean Spray's Secret Sauce to Win Gen Z: Absurdism and Playful Grannies

The brand revives its dusty image with a sequel to last year's bizarre 'Jiggle' campaign

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An older woman wearing a blazer tiptoes into an office holiday party with a mischievous glint in her eye. This party is dull, but it’s about to liven up, thanks to the secret weapon hidden in her purse: a bottle of Ocean Spray Cranberry Juice Cocktail.   

When no one is looking, the woman pours cranberry juice into the punch bowl. One sip is enough to make the bored attendees sway and spin uncontrollably, until the party reaches a fever pitch.  




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