Ocean Spray - NSAC 2018
Creative Director | Adwave at UCSD (American Advertising Federation) | 2017-2018
The Challenge
As part of the 2018 National Student Advertising Competition, Ocean Spray wanted to expand their popularity with millennial consumers. The brand struggled with low household penetration and brand equity within this demographic — millennials simply didn’t see the difference between Ocean Spray and their private label competition. With juice sales at a national all time low, Ocean Spray needed to revitalize their brand for the evolving market.
The Campaign
Our campaign emphasized Ocean Spray’s most salient points of differentiation in order to rise above the competition. Our creative executions emphasized Ocean Spray’s relentless dedication to the issues most important to millennial consumers: social responsibility, environmental sustainability, and product quality. Our slogan, “Choose 100,” served as a call to action for consumers to join Ocean Spray in giving 100% to everything they do. The campaign invited consumers to not only engage with Ocean Spray, but to engage in a more compassionate, conscientious lifestyle.
My Role
As creative director, I focused my efforts on developing a meaningful campaign, tailored to millennials’ purchasing habits and social media acumen. I led my team in the campaign ideation process, advised designers on art direction, and wrote copy for the advertisements, casebook, and presentation pitch.
The Results
With the proposed media budgets of $5 million and $10 million, our campaign was estimated to garner 2.3 billion impressions. After pitching our campaign to a panel of judges, Adwave was awarded third place at the district level of competition.
See the bigger picture.
To get the full scope of our campaign pitch, watch our commercial and view our full campaign casebook.
