An older girl sporting a blazer tiptoes into an workplace vacation social gathering with a mischievous glint in her eye. This social gathering is uninteresting, however it’s about to brighten up, because of the key weapon hidden in her purse: a bottle of Ocean Spray Cranberry Juice Cocktail.
When nobody is wanting, the girl pours cranberry juice into the punch bowl. One sip is sufficient to make the bored attendees sway and spin uncontrollably, till the social gathering reaches a fever pitch.
The outlandish scene is a part of Ocean Spray’s vacation marketing campaign, “Energy Your Occasion,” and the second chapter in its push to revamp the model’s dusty picture and attain youthful customers.
This newest advert, created by the company Orchard and directed by Jeff Low, is a companion piece to final 12 months’s marketing campaign, titled “Energy Your Vacation” however known as “Jiggle.” As in “Jiggle,” an Ocean Spray product turns a vacation gathering the other way up and triggers an explosion of untamed motion from the company.
The message in each spots is evident: Cranberry is not only the forgettable sidekick in a meal however the star of the present.
Dusting off a cabinet staple
Beginning final 12 months, Ocean Spray took a brand new inventive strategy and changed its long-running “Two guys and a Lavatory” marketing campaign, wherein a pair of farmers stand in a cranberry bathroom.
Although these commercials have been acquainted and the 90-year-old model was a family identify, Ocean Spray needed to make sure it had multigenerational attraction.
With Orchard, the enterprise developed a distinct technique for its promoting: “How can we remodel boring to enjoyable?” stated Monisha Dabek, the model’s senior vp and chief industrial officer. “And the way can we execute that in a means that’s sudden for Ocean Spray?”
Its 2022 advert celebrated Ocean Spray’s unique product: jellied cranberry sauce. Though cranberry sauce has lengthy been a Thanksgiving staple, it’s not precisely the dish that feasters attain for first.
However in “Jiggle,” a Thanksgiving dinner begins out quiet and awkward—till the cranberry sauce arrives on the desk. The company turn out to be entranced by the jelly and start to reflect its wobble. Quickly, all the desk is overcome by erratic convulsions, making certain a vacation that the household received’t quickly neglect.
