THE CLIENT
Ocean Spray
THE ASSIGNMENT
NSAC Round 2. Our task was to take the case study provided by the client and create a complete and fully rounded advertising campaign within the span of 9 months.
THE PROCESS
Working on this campaign for Ocean Spray was absolutely riveting. I was fortunate enough to have the role of Creative Director this year and this book is basically my baby. Ocean Spray is successful in selling to older generations, especially around the holidays. However, they struggle to attract consumers under 40. Our goal was to create this campaign targeted toward older millennials (24-35) and break away from the stereotype of just being a holiday product. Ocean Spray also desired to bring in their rich history and business structure into the campaign. Many people don't know that they are actually a cooperative, consisting of many bogs and many farming families across the U.S. and South America. It's this sort of heartland American vibe that can touch millennials' hearts best.
THE PLANS BOOK
As the Creative Director on this campaign, my main goal was to create this book. 20 pages. It was a challenge. How to you take something that you have researched and built over 9 months and squish it into 20 pages, all while making it look beautiful? Let's just say my social life went out the window, along with any free moment I had. Our campaign centered around the tagline, "Get Your Bounce Back." The idea was founded on the fact that cranberries bounce when they are ripe. And millennials are stressed, busy, and longing to get a little excitement back into their everyday lives. "Get Your Bounce Back" encourages consumers to purchase the product and do something to make the everyday a little more special.
REPACKAGING
Another large component of this campaign was the repackaging. After polling and interviewing hundreds of consumers in our target market, we discovered that people hate plastic bottles. They hate ugly packaging. And they hate over-complicated imagery. They were very clear about this. So we listened, and I was tasked with redesigning Ocean Spray's product packaging. We transitioned to clear glass bottles and white, eye-catching pouches. After implementing the redesigns, we did more research and concept testing, and found that these redesigned products connected much more with consumers than the existing packaging.
THE PRINT ADS
Millennials love white space, and they love simplicity. This was the main drive behind my designs for the print ads. Ocean Spray's previous ads were very cluttered and used heavy photography, which consumers did not respond well to. After showing them these redesigns, we found that millennials much prefer these cleaner and more eye-catching ads to what they were already seeing.
Looking at Ocean Spray's current website, we already knew they they were in need of help. However, we couldn't make this call without research. So after extensive polling and focus groups, we found that we were right and they were in desperate need of help. I created a new website design from scratch, focusing on clean lines and simple formatting. People don't want to spend hours online looking for a piece of information. We found in post research that this was far and above preferred to the existing website.
