Ocean Spray is supporting the launch of its new ‘Pink Cranberry’ product in Tesco with a TV ad campaign that celebrates how the juice can elevate everyday moments.
The US brand’s latest campaign will help bolster the rollout of the new Pink Cranberry juice across 695 Tesco stores nationwide, which is additionally set to be backed by in-store sampling activity.
Centred around a hero TV ad, ‘Juice Done Differently’ will target loyal Ocean Spray customers, as well as showcasing Pink Cranberry’s lighter and more refreshing taste.
The ad will mark a new visual direction for the brand, with updated modern imagery designed to appeal to today’s consumers and recruit new consumers.
Subscribe to Marketing Beat for free
Sign up here to get the latest advertising news sent straight to your inbox each morning
“When we developed Pink Cranberry, not only did we want to make sure it appealed to a younger generation of cranberry drinkers, we also wanted it to have wider appeal outside of the breakfast occasion, because we know that younger consumers are looking to drink juice differently from previous generations,” said Ocean Spray senior UK marketing manager, Jo Dickinson.
“Pink’s fruitier and lighter taste profile means it appeals to a wider audience and makes it more versatile, offering refreshment at different times of the day such as lunchtime, early evening or as an afternoon pick-me-up.
She added: “As well as drinking it on its own or served over ice, it’s also great as a mixer in cocktails, mocktails and smoothies, something we regularly promote through our PR, social media and digital advertising campaigns.”
