Ocean Spray has come up with a new tagline ‘Just Add Cran’ via its new Masterbrand campaign to refresh the brand. It will drive all future creative work. The new tagline features in three ad spots that highlight Ocean Spray’s new Zero Sugar Cranberry Juice Drink, Craisins dried cranberries, and the cran-forward juice blends.
The ad, the works of Orchard Creative, features a farmer-inspired character called Johnny who acts as the straight-shooter cousin of the two beloved farmers featured in Ocean Spray ads from 2008 to 2018. The new character aims to embody the brand’s New England roots and the grit of the farmer-owners who serve as the core of the brand.
Monisha Dabek, SVP and Chief Commerical Officer, USA, at Ocean Spray, says the ‘Just Add Cran’ campaign shines a spotlight on the transformation that happens when you ‘just add cran’ to any dish or moment – good things happen. “Through the introduction of Johnny, we are continuing to hero our co-op owners who are the heart of our business, while introducing a new icon for the next generation.”
In the ads, the audience will notice the evolution of Ocean Spray’s most famous visual assets – the cranberry bogs. Ocean Spray brings the bog to the people in real-life settings for the first time. This is powered by Johnny waist-deep in cranberries.
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