Ocean Spray ®
@The Reactor collaborated with Creative Director and Account Manager
Campaign, Graphic design, Video Editing, Finished Art
Ocean Spray is a cooperative of cranberry and grapefruit growers, renowned for its high-quality fruit products. Founded in 1930, it has become a leader in the agricultural industry, offering a wide range of juices, snacks, and sauces. Committed to sustainability and community, Ocean Spray emphasizes the health benefits of its products while celebrating the rich heritage of its farmer members.
The campaign focuses on capturing people’s facial reactions to trying something new, highlighting expressions of surprise, curiosity, and delight. This visual approach emphasizes the uncanny and unexpected nature of the cranberry juice, reinforcing its distinctiveness. Through bold visuals and headlines that play on the properties and qualities of the drink , the campaign invites consumers to step outside the norm and explore an adventurous, off-the-beaten-path choice with Ocean Spray.
Working closely with my senior designer, I played a key role in executing the campaign by rolling out various visual assets across multiple channels. This involved designing and adapting materials for out-of-home (OOH) placements such as tram stops, bus stops, Coles Weekly Magazine, and social media. I ensured that the bold visuals and messaging remained impactful despite varying sizes and layouts, adjusting the design to suit each platform while preserving the core campaign message.
This campaign resulted in a significant boost in brand awareness through increased social engagement, ultimately strengthening Ocean Spray's brand differentiation.