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April 1, 2021

Why Ocean Spray Wave could have TikTok to thank for ‘Dream’ launch – analysis

Ocean Spray Cranberries' latest addition to its namesake drinks brand ticks many boxes for US consumers, while the co-operative's viral online smash last year also bodes well for Ocean Spray Wave.

Ocean Spray Cranberries’ latest addition to its namesake drinks brand ticks many boxes for US consumers, while the co-operative’s viral online smash last year also bodes well for Ocean Spray Wave.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

Last month, Ocean Spray readied the US release of Ocean Spray Wave, a fruit-forward caffeinated sparkling water brand extension, comprising four flavour variants. Several burgeoning consumer trends have been taken into consideration here, including experimentation and a shift towards natural ingredients – Ocean Spray Wave contains 50mg of naturally-sourced caffeine and real fruit juice and is free from artificial flavours, sweeteners and preservatives.

Then, there is the wider shift away from sugar-heavy CSDs in the direction of flavoured sparkling water. Finally, the consumer’s need for an energy boost will become a louder demand as they begin to emerge from their homes, post-lockdown.

Ocean Spray has taken all of these into consideration with Wave and has ‘Dreams’ of big sales in 2021.

Late last year, a clip hosted on TikTok, featured a man, Nathan Apodaca, skateboarding while drinking a bottle of Ocean Spray Cran-Raspberry. The 22-second video, soundtracked by Fleetwood Mac track ‘Dreams’, went viral to the tune of around 26m views, spawning imitations by, among others, the brand’s drummer, Mick Fleetwood, and co-singer Stevie Nicks.

We can be sure, then, that social media activity will form a major part of Ocean Spray Wave’s launch strategy.

The increased demand among consumers for functional, natural beverages coupled with a solid social media positioning will set up Ocean Spray Wave as a strong prospect to compete for market presence in the US this Summer.

Why this is the year of the ‘lean & green’ consumer – consumer trends

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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