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.
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.