Following the “Jiggle” marketing campaign, Ocean Spray noticed a “vital enhance” in consideration for the model, in response to Dabek. General, the advert partly contributed to a 27% year-over-year enhance in jellied cranberry sauce gross sales and a gross sales elevate throughout its complete portfolio of merchandise between October and December final 12 months.
Cranberry’s Tremendous Bowl second
For this subsequent chapter, Ocean Spray shifted the highlight to the second oldest however largest product in its portfolio, Cranberry Juice Cocktail, which garners about $1 billion in gross sales globally. Craisins (dried cranberries) are its second-biggest product, adopted by the sauce, which is extra seasonal.
The sister spot to “Jiggle” steps away from Thanksgiving to subvert vacation events extra broadly. The vacation season between October and December is Ocean Spray’s “Tremendous Bowl,” when essentially the most quantity of its merchandise are bought, stated Dabek. Past the jellied sauce at Thanksgiving, the cranberry juice is a well-liked mixer for cocktails.
“Energy Your Occasion” shares the absurdist humor employed in “Jiggle,” however has a extra cohesive narrative and a primary character: the grandmother who spikes the punch bowl.
The actress who performed her, named Deb, “has multigenerational attraction,” Dabek noticed.
Ocean Spray will air each “Jiggle” and the brand new advert on TV in November, after which run solely the 2023 spot all through December.
However the vacation marketing campaign is social-first, since between 50-80% of Ocean Spray’s annual advertising spend is allotted to digital, social and non-linear TV, stated Dabek.
In November, the model will kick off a social activation known as “Crew Canned or Crew Selfmade,” which is able to enlist “granfluencers” (senior influencers) to create content material with its merchandise. The influencers Grandma Droniak and Cooking with Lynja will characterize every staff. Ocean Spray discovered that the viewers demographics for the granfluencers leaned extra in direction of youthful millennials and Gen Z.
“We’re proudly owning grannies,” stated Orchard chief inventive officer David Kolbusz.
The model additionally has ambitions past the vacation season. Dabek stated Ocean Spray plans to create completely different executions between January and August underneath the identical technique, which is able to place cranberries as a year-round social gathering starter.
CREDITS:
Company: Orchard Inventive
Chief Technique Officer: Laura Janness
Chief Government Officer: Barney Robinson
Chief Inventive Officer: David Kolbusz
Government Inventive Director: Jimm Lasser
Inventive Director: Heather Larimer
Head of Technique: Sarah Garman
Head of Manufacturing: Jenn Pennington
Senior Producer: Julie Jean-Baptiste
Senior Copywriter: Christine Taffe
Artwork Director: Dohyun Lee
Account Director: Lucie Kittel
Account Supervisor: Ariel Jagaselvan
Director: Jeff Low
Manufacturing Firm: Biscuit Filmworks
Government Producer: Holly Vega
Line Producer: Elisabeth Bottomley
DP: Joao Padua
Manufacturing Designer: Francois Jordaan
Manufacturing Design Assistant: Will Stremilov
Props Grasp: Allen Pavela
Liquids Specialist: Forbes / LairdFX
Wardrobe Stylist: Lea-Anne Baxter
Meals Stylist: Nicole Younger
Editorial/Publish-production: Arcade Edit
EP/Accomplice: Sila Soyer
Publish Producer: Ellen Lavery
Editor: Jeff Ferruzzo
Assistant Editor: Sam Barden
Flame Artist: Tristian Wake
Coloration: Fergus McCall/Uncommon Medium
Music: Mack Goudy Jr.
Sound Design/combine: Mikayla Peterson/ Barking Owl
