Juice brand sales are generally pretty parched during the summer months. For Ocean Spray® Juice Blends, we needed a way to refresh and energize the younger consumers we attracted through @doggface208 by connecting their positive mindset coming out of the pandemic with the brand’s refreshingly unique flavors and usage occasions.
Ocean Spray collaborated with publishing partners Thrillist and PopSugar to create the Summer Refresh, the collective deep breath we were all waiting to take after so many months of isolation. Summer Refresh spoke to the cultural moment of increased positivity (and let's face it, a dash of awkwardness) as the world started to give itself permission to gather and reconnect with friends (safely), get outside and pour itself a much-needed cranberry juice cocktail.
Through branded content and curated articles, we encouraged people to refresh everything from their cocktails to their wardrobe to their outlook, and offered funny tips, tricks and an engaging card game for dealing with all that social awkwardness. We even gave people an opportunity to renovate their outdoor space with our Refresh Your Deck sweepstakes.
Brand and partner-created content garnered +149MM IMPRESSIONS across social, video, curated article content and custom card game content and drove significant increases in purchase intent with polled respondents noting that they’re be 5x MORE LIKELY TO PURCHASE Ocean Spray.