Media Words has launched a new, large-scale, out-of-home campaign for its long-time client Ocean Spray.
The independent media consultancy partnered with JCDecaux and its extensive Australia and New Zealand out-of-home media network for Ocean Spray PURE Cranberry – a new product made from unsweetened 100% cranberry juice that can be customised to support general health and wellness.
The multi-format ad campaign uses out-of-home as a cornerstone media vehicle in collaboration with JCDecaux and launches as consumers double down on making healthy choices in the new year.
Ocean Spray’s “PURE” marketing creative, developed with The Reactor agency, showcases different ways to enjoy PURE – from sparkling to cola to smoothies. It challenges consumers to come up with a way to blend PURE into beverages they love and consume regularly. The transit and large and small format media placements are perfect for showing the many different ways to mix PURE.
Ocean Spray’s “PURE” marketing creative, developed with The Reactor agency, showcases different ways to enjoy PURE – from sparkling to cola to smoothies.
Media Words leant heavily into the product’s unique, versatile mixing proposition and its ability to resonate with health-conscious shoppers looking for wholesome options that are easy to fit into their existing routines.
The campaign builds on Media Words’ 2024 out-of-home transit advertising campaign for Ocean Spray, which delivered a doubling of unaided brand awareness and a +30% uplift in brand consideration, according to a 2024 Kantar study.
“PURE Unsweetened 100% Cranberry Juice is a consumer-centric innovation – with consumers increasingly looking to customise food and beverages for their own tastes and health goals,” Elissa Booth, Ocean Spray general manager ANZ, said.
“It’s incredibly versatile – we’ve seen consumers blending it with everything from cold bubbly water and soft drinks, to hot drinks like herbal tea and coffee. They keep surprising us with how versatile PURE is, beyond what we imagined.”
The campaign builds on Media Words’ 2024 out-of-home transit advertising campaign for Ocean Spray, which delivered a doubling of unaided brand awareness and a +30% uplift in brand consideration, according to a 2024 Kantar study.
Elise Hedley Dale, Media Words founder and media director, said: “We love working with the Ocean Spray team. They are driven by innovation in both their brand and product range, which aligns perfectly with our strategic planning approach.
“Last year’s campaign results showed that out-of-home works best when consumers see brand messages throughout their day. Our multi-format approach for PURE Cranberry aims to connect with consumers at key moments in their daily journey and show them different ways to use the product, directly influencing purchase decisions at the supermarket.
“It’s another example of our commitment, as an agency, to leveraging data-driven approaches to deliver measurable results.”
The Ocean Spray PURE Cranberry campaign comes amid a busy start to 2025 for Media Words, with a new campaign for Bic’s EasyRinse razor and securing the media account for end-of-life planning platform Critical Info.
The Ocean Spray PURE Cranberry out-of-home campaign will run alongside targeted social and digital activity until April.