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Ocean Spray – National Sampling Program – Mega Events

Objective:

Generate awareness and trial of new Ocean Spray products: Sparkling Juice Drinks, Cherry and Blueberry Juice Blends, 100% Fruit and Veggie Juice, Craisins, and “On The Go” powdered drink mix; drive consumers to website and store

Insight/Solution:

Ocean Spray products offer something for every family member, so Ocean Spray reached out to families in a big way with a two-year program.  A large event presence at major fairs and festivals nationwide allowed consumers to experience every product.

Details:

Two large branded vehicles toured the country. Events had premiums, coupons and recipe booklets.  Interactive and educational elements such as the mini cranberry bog display  andthe “Craisin versus Raisin” challenge that appealed to all ages. Cold drink and Craisin samples provided ongoing refreshment.

Results:

Over 10 million samples and millions of brand experiences delivered in 33 major U.S. cities.  Year two featured improved planning and execution to increase efficiencies/cost savings.