NSAC 2019: Ocean Spray

Winning over Millennials with "grandma's juice"

Arizona State University competed in the National Student Advertising Competition for the first time in the 2017-2018 challenge set by Ocean Spray. The challenge? Make Ocean Spray relevant to Millennials. As Account Manager, I led ASU's first-ever NSAC team in the campaign development process.

Our secondary research led to a powerful cultural insight: that Millennials are the most stressed-out generation. Our brand insight: Ocean Spray holds the power of the cranberry, a super food harvested by floating to the top of a flooded field. We likened this floating to a sensation of stress relief, empowering the products to transcend vodka crans and Thanksgiving desserts.

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Our strategy spoke to this frazzled generation's need for a break in their day with an unconventional but super-powered (and tasty) drink and snack, focusing on the cranberry's unique ability to float above the bog.