UK: Ocean Spray plans massive summer campaign

By Sarah Diston | 30 May 2001

Ocean Spray is investing £7m (US$9.9m) in its UK summer campaign which will include national TV advertising, mainstream women's magazines, poster advertising, point of sale and heavyweight sampling.

A series of advertorials in national women's press will coincide with TV advertising, which begins in June and runs for two months. At the same time gyms up and down the country have been chosen for Ocean Spray trial generating activity as well as a six-sheet superlight poster campaign.

"Retailers can be confident that Ocean Spray's heavy investment in the brand this summer will pay dividends," said Rob Spencer, marketing director at Gerber Food Soft Drinks, which manages both Ocean Spray's juice and juice drink business.

He continued: "We plan to increase Ocean Spray's household penetration and create a major shift in brand awareness through our creative and highly visible brand communications programme."

Figures from AC Nielsen maintain that Cranberry is the fastest growing flavour after apple and Ocean Spray according to AC Nielsen is the brand driving this growth.

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