Ocean Spray has rolled out freestanding cranberry bog environments in some of the nation’s busiest downtown locales and it has its goofy cranberry farmers on TV to reinforce the benefits of its juice drinks. It runs sweepstakes and recipe contests and drives consumers to retail with coupons.
This summer is no different. It’s Ocean Spray’s most lucrative time frame and it is running a bevy of promotions.
Under its largest, the brand is on the road with a mobile vehicle tour offering samples and coupons at state fairs, festivals and other special events across the country.
One of its targets, teens, can snap a tag from SpyderLynk placed on the backs of brand reps T-shirts and be rewarded with a recipe that incorporates an Ocean Spray beverage, and a product photo.
“Ocean Spray wants to deliver more of a brand experience that allows them to convert consumers to an ongoing relationship,” said Jane McPherson, chief marketing officer, Spyderlynk.
Ocean Spray is also in the business this summer of offering recipes via its web site that incorporate its beverages. “From festive red, white and blue cocktails for the adults to star-shaped pops for the kids, we’ve got the recipes to add some pizzazz to your summer gathering, and even match it to your décor!” it says at the site.
People who like Ocean Spray’s Facebook page can visit the “Summer Recipe Contest” tab to enter their favorite recipe, incorporating one beverage per month: Blueberry Juice Cocktail in July, Sparkling Juice Drinks in August and Cranberry Juice Cocktail in September. The winner gets $1,000 and Ocean Spray juices to have a party.
Network
