NSAC: Ocean Spray
I participated in the National Student Advertising Competition in 2018. Our client was Ocean Spray. Their objective for us was to increase brand equity by 7% and increase household penetration by .5% over the next 2 years in the millennial audience.
After 2 months of research, we started to develop our campaign. Our slogan was Same Ocean New Wave. Ocean Spray has good values. However, they didn't know how to convey that to millennials in way that would appeal to them. We wanted to keep the same Ocean Spray values, but rebrand to create a "New Wave" of Ocean Spray.
One of the first things we wanted to do was repackage their products. Our surveys and focus groups found that the target audience didn't find the packaging appealing or convenient. We chose minimalist package designs to simplify the message and give it a nice, clean look.
We wanted to reach the target where they already were, so we decided to create an ad for Hulu. I used stock footage and footage from Ocean Spray to create this video. Myself and another student wrote the script for the video.
