Boise State University - National Student Advertising Competition 2018

2. 1
Executive Summary
Being a millennial comes with periods of rapid life changes. It encompasses everything
from learning how to cook dinner on your own to figuring out how to get one kid to
soccer and another to dance at the same time. With so much change happening, it’s
easy to take critique to heart. Often, the most harsh critique comes from within. Being
too hard on ourselves not only adds stress, but inhibits our wellbeing.
With this in mind, we ask you to simply be good to yourself. Some people are good to
themselves by sleeping in. Others are good to themselves by rockin’ out to their favorite
song on the drive home. Some are good to themselves by getting an extra helping of
dessert when nobody’s looking.
These decisions may seem insignificant, but they have a great impact on our wellbeing.
The Be Good to Yourself campaign has several layers of meaning. It’s message reflects
the self-care Ocean Spray demonstrates in its brand and culture. Be good to yourself
describes what you are doing by buying Ocean Spray: making a decision to invest in
your wellness. Lastly, “good” reflects the taste of the products. Put simply, Ocean Spray
has a rich history of care for people and care for the product that competitors don’t
have. The Be Good to Yourself campaign
incorporates all of these positive qualities
into one memorable, simple message.
By the end of the campaign, Ocean
Spray’s brand equity amongst millennials
will increase by 7%+. Also, the household
penetration amongst millennials will
increase by 0.5% points over the next
two years. Millennials are a complicated
demographic, but by showing concern
for self-care rather than the bottom line,
Ocean Spray will increase brand equity
and household penetration significantly.
STRESS METER: Through the creation of the
campaign Be Good to Yourself, we found out
that millennials are stressed out to the max.
Join our team’s stressful journey in developing
this campaign as we take our own advice to be
good to ourselves!
Executive Summary
Challenge
Current Brand Snapshot
Ai: Watson Comparison
Millennial Mindset
Combining the Good
What Does It Mean To Be “Good?”
Creative Manifesto & Insight
Creative Execution Strategy
Label Redesign
Point of Sale
Video
Billboard & Radio
Experiential
Digital & Social Media
Media Strategy
Media Strategy
Targeting
Campaign Evaluation
Summary & Sources
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TABLE OF CONTENTS:
TEAM 264 STRESS METER: 100%

3. 2
Challenge
Ocean Spray is the top supplier of cranberry products in the nation. Even though they are able to uphold this impressive position,
their core audience has aged with them to the point where the brand has become irrelevant to a key demographic: millennials. Even
though Ocean Spray has good values that align with the things that millennials care about, they don’t seem to connect with the brand.
As millennials increase their purchasing power, Ocean Spray must find a way to increase their relevance in a way that appeals to the
millennial consumer. How can Ocean Spray bridge this gap and associate their brand as “good” in the eyes of millennials? The Be Good
to Yourself campaign addresses this disconnect to find the ways that millennials can associate with the inherent good of Ocean Spray.
CAMPAIGN OBJECTIVES:
1. Grow brand relevance amongst millennials ages 24-34
2. Increase brand recognition and affinity
3. Align Ocean Spray values with millennial mindset
4. Grow product awareness
5. Reimagine Ocean Spray brand image as good
ASSIGNMENT:
1. Generate a 7%+ increase in brand equity among millennial
audience. A 7%+ increase would result in an equity score of
8.8 or higher.
2. Grow household penetration by 0.5% points among
millennials (representing 415,500 households) over the next
two years. U.S. Population Household penetration of 32%.
280+
DATAPOINTS
550+PIECES OF
PRIMARY DATA
150+IN-STORE
OBSERVATIONS
30+INTERVIEWS
SURVEY RESULTS
260+PIECES OF
SECONDARY
RESEARCH

4. 3
Current Brand Snapshot
STRENGTHS WEAKNESSES
Key Takeaway:
OPPORTUNITIES THREATS
● Lack of promotion on
sustainability and co-op
business
● Unclear target market for
some products
● Struggle to appeal to
millennial audience
● Seasonal view of
cranberries
● Tapping into millennial
market
● Promoting sustainability
● Joining eco-friendly
movement
Water recycling
Packaging
Agriculture
Waste
Climate
● Cranberries being
recognized as a health food
● Increasing trends
towards juicing
● Decreasing popularity
towards store-bought juice
● Perception of products as
too sugary
● New, smaller competitors
are stealing market share
● Retailers are giving space
to private label brands to
increase margins
● Old-fashioned appearance
● Cranberries are not the fruit
of choice for millennials
The biggest weakness that this campaign will address is Ocean Spray’s struggle to appeal to a millennial
audience. The campaign aims to utilize Ocean Spray’s strengths such as brand authority and sustainability
practices to highlight the “good” in the brand and product, to ultimately connect with the consumer.
● Leading cranberry
harvester (produce 65% of
the worlds cranberries)
● Farmer owed
● Sustainable practices
● Brand authority
● Strong brand affinity in 45+
age range

5. 4
Brand and Target Market Personified
WATSON COMPARISON: To gather personality insights we used artificial
intelligence with WATSON to analyze the language from Ocean Spray’s
website and blogs, as well as over 400 tweets from millennials across the
United States. This analysis personifies the generation of millennials and
Ocean Spray in order to better understand what message the brand is
portraying and how the world is perceiving it. These two personas compare
and contrast millennials’ needs with Ocean Spray’s brand.
IBM WATSON: Personality Insights “uses
linguistic analytics to infer individuals’
personality characteristics, including
Big Five, Needs and Values, from digital
communications such as email, blogs,
tweets and forum posts.”
Driven by sophistication.
Independence and helping
others is important. Sets their
own goals and creates paths
to achieve them. Thinks taking
care of those around them is
highly important.
Driven by discovery. Cares
about making their own path
and want activities to have
a greater purpose than just
personal enjoyment.
PERSONALITY PERSONALITY
CONSUMER NEEDS CONSUMER NEEDS
VALUES VALUES
OPENNESS OPENNESS99% 53%
91% 89%
79% 89%
CURIOUSITY CURIOUSITY
STIMULATION STIMULATION
EMOTIONAL RANGE EMOTIONAL RANGE85% 45%
36% 77%
3% 67%
STABILITY STABILITY
ACHIEVEMENT ACHIEVEMENT
CONSCIENTIOUSNESS CONSCIENTIOUSNESS87% 47%
63% 84%
32% 81%
STRUCTURE STRUCTURE
HELPING OTHER HELPING OTHER
EXTRAVERSION EXTRAVERSION75% 43%
27% 75%
1% 65%
SELF-EXPRESSION SELF-EXPRESSION
TRADITION TRADITION
Traits:
● Shrewd
● Strict
● Particular
● Mild tempered
● Energetic
● Self-assured
Traits:
● Skeptical
● Philosophical
● Intrigued
● Adventurous
● Melancholy
● Contrary
OCEAN SPRAY MILLENNIAL
Key Takeway:
The scores you see are all percentiles comparing one person to a broader
population. For example, for extraversion, the person is more extroverted
than 90% of the people in the population.
Ocean Spray and millennials are both innovators that care about authenticity and helping others. Millennials
as a whole are experiencing melancholy and skepticism. Ocean Spray’s self-assurance could help reassure
millennial’s skepticism and their mission to help others could help alleviate the millennial’s melancholy.

6. 5
“
When I get older I’ll have to make
those bigger choices that I have
been pushing off. Do I want to have
a career for years? Where do I want
to live? Do I ever want to have kids?
I have no idea. It’s those types of
things that scare me.
- Sydney, 26
“
Millennial Mindset: Stress Level 100
Key Takeaway:
The target audience experiences more stress than any
other generation and it is causing them to have quarter
life crisis’ at an alarming rate.
WHAT IS A
QUARTER LIFE CRISIS?
Similar to the midlife crisis, a
quarter life crisis is a period of
time during a millennial’s life
that causes them to have high
anxiety and stress. This crisis is
brought on by factors such as job
uncertainty, high expectations
from family, and the imminent
societal pressure to succeed.
Despite this state, millennials
remain optimistic. With this in
mind, Ocean Spray can tap into
that millennial optimism in a time
in life where they need it most.
Through our secondary and primary research efforts we reviewed over 810+ sources of
data and what we found was a real eye-opener!
In our efforts to understand millennials and their needs, we consistently found one
common theme: stress.
STRESS TESTS:
Intrigued, our team sought out to see if this phenomena could be further supported and
explained by our own research.
Our results:
In 2017, LinkedIn surveyed over 6,000 millennials between the ages of 25-33.
They reported that 75% have experienced a quarter life crisis.
An earlier study by GumTree found that 86% of millennials experience
the same phenomena.
The American Psychology Association puts out a stress report every year, and
millennials have consistently been more stressed out and less able to cope with it
than any other generation. In fact, a more recent study calculated that millennials
spend the equivalent of 1,512 hours out of the year stressed out and worried.
That’s 20% of the year!
With all this in mind, we knew millennials
were experiencing a fundamental issue,
sparking the beginnings of the Be Good To
Yourself campaign.
of millennials
surveyed
experienced a
quarter life crisis.
80%
1
2
3
TEAM 264 STRESS METER: 75%

7. 6
Combining the Good
GOOD!
BRAND
AUTHENTICITY
“60% of millennials are loyal to the
brands they consume”
HEALTH &
WELLNESS
“Cranberries are a healthful
food, due to their high nutrient
and antioxidant content”
MILLENNIAL
MINDSET
“Millennials Struggle With
‘Adulting’”
BRAND: Ocean Spray is part of the
solution, not the problem. Ocean Spray
is a good brand with good values and
are perceived as authentic due to
sustainability and being farmer owned.
We sought to understand how
the brand, the millennial mindset,
and Ocean Spray’s products
relate in order to find a core
attribute that would connect
them with the target audience.
Through these connections,
we found one common theme:
GOOD!
PRODUCT
PERCEPTION:
Cranberries are
recognized as a food
that is wholesome
and good for you.
STRESS LEVEL 100:
Millennials are more
stressed out than
any other generation
and the least
equipped to handle
it. By constantly
being plugged into
each other’s lives,
they create this
internal pressure
to do good and be
good all of the time.
Aha! Moment:GOOD IS THE SOLUTION!
“Tastes Good,
Good for You”
“75% of millennials
find company social
responsibility important.”
“Millennials spend
twice as much on
personal wellness
than other
generations”

8. 7
What Does It Mean To Be “Good?”
TO BE GOOD: Through the Be Good to Yourself campaign, we recognize that everyone experiences stress: stress of meeting
deadlines, finding time to go to the gym, stress of fitting in, not being good enough...the list goes on. Being good to ourselves
shouldn’t feel like a chore! It’s the only thing that helps us get through life while creating joy along the way. In order to do this,
it is important to understand what being good is all about. The platform of “good” is what bridges the gap between millennials
and the Ocean Spray brand.
Good
MINDSET: Goodness is inside of all of
us. Sometimes, we just need a dash of
confidence, a smidge of kindness or a pinch
of patience to get us through our terrible
“20 somethings.”
BODY: Stress and anxiety affects the body
as a whole, so stop sweating the small
stuff. Your gut will thank you! Ocean Spray
cranberries have key antioxidants for gut
health and are currently being studied for
their stress-reducing effects.
BRAND: The brand has wholesome
products created by wholesome people.
Built off of heritage, this co-op is not all
about business. Through their sustainability
efforts and community involvement, Ocean
Spray believes in building better,
authentic communities.
Increase brand recognition, relevance and affinity amongst
millennials ages 24-34
Growth in household penetration
Align Ocean Spray values with millennial mindset
RESULTS:
By narrowing a strategic focus on “Good” and expanding on it through
creative execution, Ocean Spray achieves the following results:
1
2
3

9. 8
Creative Manifesto
INSIGHT: “75% of millennials experience a quarter life crisis. To
counteract this universal stress, we offer the simple reminder to
We put a lot of pressure on ourselves to be good and do good.
From a young age, we are told to do good in school, be good at
your job, do good for others, buy things that are good for you and
good for the community. With all of these pressures, we often put
our own needs to the side. We believe in balancing the good you
do for others with the good you do for yourself.
We believe in doing things that nurture not only your body but
also your mind. Things like consuming wholesome products and
enjoying things that taste good. We believe in rocking out in the
car, petting every puppy you meet, laughing loudly, walking into a
room like you own the place, and being nice as hell to yourself.
We also believe business should be part of the solution, not the
problem. Our products are wholesome and ethically sourced. We
know it’s important to take care of things now so that they will be
there for future generations. By taking care of ourselves first, we
can then care for others and improve our communities and world.
TEAM 264 STRESS METER: 50%
Be Good to Yourself

10. 9
Creative Execution Strategy - Recipe for Success
The Be Good to Yourself campaign creates relevancy of the Ocean Spray brand amongst millennials by:
1. Empathizing with the millennial mindset and stressors
2. Creating tangible and symbolic reminders that the solution is inside of them
3. Raising awareness of the goodness and authenticity of Ocean Spray
By personifying confidence through our use of “mini-me’s” and by bottling confidence, kindness, and patience, we allude to the
fact the solution to our stresses comes from within. Our creative execution embodies the fun innocence of our younger selves,
back when our biggest stress was what to “be” for halloween that year. The Be Good to Yourself message is driven across
mediums that are proven to have the most engagement among millennials. Below is our recipe for success!
RECIPE FOR SUCCESS
Part 1: A Little Goodness Goes a Long Way
Each execution issues that simple reminder to be good to yourself by
encouraging individuals to do things that enhance their well being and overall
attitude.
Part 2: Reinventing Ocean Spray’s Goodness
A temporary label redesign reinforces the Be Good to Yourself campaign
objectives and creates increased customer engagement.
Part 3: Goodness Across the Board
The campaign utilizes a visually cohesive design across all channels, inducing
a positive state of mind and increasing brand affinity. The combination of
bright, happy colors, friendly fonts and contemporary designs attract the
millennial eye and satisfy aesthetic sensibilities.
CREATIVE ELEMENTS
Verveine - Header
OSWALD - TITLE
Proxima Nova - Body#f48b20
#dd282f
TEAM 264 STRESS METER: 25%

11. 10
Label Re-design
Key Takeaway:
Consumers get “label blind.” While it might seem like a tall order to change the packaging, brands
like Coke and Snickers have successfully changed their packaging and enjoyed huge return on
investment through both sales and brand affinity.
You know your coworker who gets on your nerves? Wouldn’t you like some extra patience to deal with them? Or the butterflies you
feel when you see your crush at the gym? Wouldn’t you like some confidence to show how great you truly are? Millennials experience
inner conflict everyday. With a temporary label redesign that offers motivation to boost their morale, Ocean Spray shows that they
empathize with millennials in the moments that they need a pick-me-up. This is the inspiration behind the temporary label redesign to ask
consumers, “What Do You Need Today?”
The execution is carried out on the packaging, where bottles will be labeled as “Bottle
of Patience,” “Bottle of Confidence,” and “Bottle of Kindness.” This creative labeling
differentiates Ocean Spray from its competitors on the shelf where brands, flavors, and
bottles blend together. The creative labeling is a fun way to put into consumers’ minds that
they can gain whatever quality they choose, promoting self-care and reminding consumers
to be good to themselves.
Not only do the redesigned labels promote being good to ourselves, the modern, more
brightly designed bottles appeal to the millennial eye. This motivates millennials to try
Ocean Spray products and ultimately builds brand affinity.
“Coke sold more than
250 million ‘named’
bottles and cans in a
nation of just under
23 million people.”

12. 11
Point of Sale
“WHAT DO YOU NEED?”
POINT OF SALE
Got a big presentation
today? Better go pick up
a bottle of confidence
before work! Through this
visually enticing end cap
display, consumers are
able to purchase exactly
what they need for the
day. This display will be
the talk of the aisle as
its positioned at the end
for easy convenience
purchasing. By asking the
simple question, “What Do
You Need Today?” Ocean
Spray provides consumers
with a small moment for
self reflection and acts as a
reminder to take things one
day at a time. This tagline
has a strong call to action
by giving consumers the
chance to answer based off
their own needs. Through
sales purchases, Ocean
Spray increases millennial
household penetration.
COUPONS
“Buy One, Give One” coupons act as a complementary
component to “What Do You Need Today?” The coupons are
distributed at every store as part of the end cap display. Ocean
Spray is encouraging good behavior amongst consumers by
reassuring the consumer that they are being good to themselves
by buying Ocean Spray products and by creating a “pay it
forward” effect. The backside of the coupon includes sassy,
encouraging quotes as well as tips and tricks on how to be good
to yourself. These coupons are incentivizing trial through the
strong call to action.
TEAM 264 SUCCESS METER: 25%

13. 12
Video
“DATE-O-PHOBIA” (n) – the fear one experiences in anticipation of a date. The dating scene of millennials has become increasingly
more complicated as technology has become involved. Gone are the days of tradition in dating, which causes stress for many young
millennials. Far too often they become their own worst critics, which only compounds nervousness. This context forms the background of
“Date-o-Phobia,” the latest Ocean Spray commercial.
Planned for a month now, Scott
has been mentally preparing
himself for his first date in 3 years!
His “mini-me” offers
encouragement and reminds him
to take it easy and relax.
Scott is stressfully pacing his
house as he waits for the very
attractive Emma to pick him up
for the date.
As Scott starts to feel better, the
doorbell rings. It’s Emma.
We then see that Emma is there,
smiling, and has her own “mini-
me”; showing that we aren’t as
different as we think. We all need
some positive reassurance.
As his hands get increasingly
clammy with each passing
minute, he grabs some craisins
off the shelf to distract him.
As he snacks on the craisins,
the mini version of himself
unexpectedly pops up.
Ocean Spray’s simple reminder
to Be Good to Yourself.
Data-o-phobia Commercial Clip
Link: https://vimeo.com/260498116
Password: NSAC18Team264

14. 13
Radio & Outdoor
BILLBOARDS
Reminders can be an effective way to influence
action. Whether it’s a simple note asking us to take
the trash cans out to the curb or an important alert
on our phone telling us to buy an anniversary gift,
we use reminders for a lot of things. However, how
often do we remind ourselves to be positive? This
forms the background for Ocean Spray’s newest
billboards.
The billboards spotlight the newly labelled bottles
and bags and an underscoring reminder of be
good to yourself. A message of self-care such
as this is designed to break through the clutter
of commercialization. People don’t expect a
individualized reminder to be on a billboard during
their commute. By reminding people to be good
to themselves, Ocean Spray further displays its
authentic care for people.
RADIO
Each 30 second spot features a relatable
“adulting” moment for millennials and
includes their inner “mini-me” providing
positivity to get them through their stressful
moments. These spots will play through
connected radio devices, such as Pandora
and Spotify, and have product placement for
the redesigned products. The spots finish
with a strong call to action for the consumer.
SFX: *reception bell ding*
Girl: Hi, I’m uh, here for an interview, for the sales position? *nervous
tone*
Receptionist: “Great! I’ll let them know and they will be with you shortly.”
Girl: *thinks to herself* Ug, I can’t shake these nerves. I really want this
job. What if they…
*interrupted by mini-me*
Mini-me: Hey!
Girl: Who are you?
Mini-me: I’m you, your mini positivity coach, and I’m here to tell you that
we are going to kill this interview! Stay positive and be confident. Here,
drink this, it’s bottled confidence.
Girl: You know what? you’re right. They’d be lucky to have me, er us.
Announcer: Now you too can buy a bottle of confidence. Look for Ocean
Spray’s limited edition bottles at your local store and get what you need
this summer! Be good to yourself - Ocean Spray

15. 14
Experiential: Good Vibes Van
We are taking “Good” to go with our Good Vibes Van! The Good Vibes Van travels to locations where high stress and the millennial
population intersect. Here, “mini-me’s” are setting up shop to investigate why it is so hard for us to be good to ourselves.
Key Takeaway: Why is it so hard to compliment yourself? Be good to yourself!
GOOD VIBES VAN In this experiential interaction, “mini-me’s” will address
millennials by requesting 2¢ from participants (two compliments about
themselves). In exchange, they will receive a mini bottle of patience, confidence
or kindness (whatever they need to keep the good vibes flowing in their day).
COUPONS Participants will also
receive a helpful reminder to
pass on the good vibes through
“Buy One, Give One” coupons!
This will not only build brand
equity, but boost household
penetration amongst millennials.
TEAM 264 SUCCESS METER: 50%

16. 15
Digital & Social Media
LANDING PAGE SITE MAP
● Food truck tour map: Don’t miss the wave! Follow our Good Vibes Van
online and track where we are spreading goodness next.
● GIFs: When words are simply not enough.
● Coupon: Buy One, Give One
● Video: Sometimes we need a little help to get through life’s most
stressful moments.
● Social Feed: Follow us!
● Tips and tricks to be good to ourselves: We are including tips and tricks
on how to be good to ourselves. This will not only encourage repeat visits
amongst those who want the latest content but it also provides a relatable
outlet that Ocean Spray can coin as their own.
With the recent popularity of the Wendy’s
and Moon Pie Twitter accounts, there
has been one key take away: consumers
like personable brands. Speaking
metaphorically, social media consumers
want to see brands with a t-shirt, not a
dress shirt. It was this insight that shaped
Ocean Spray’s social media approach.
Being the “non-corporate” brand that it
is, Ocean Spray could to become more
personable by offering regular cheeky,
lighthearted posts of quotes or reminders
which promote self-care and wellness. By
differentiating through being personable
and caring for consumers in its social
strategy, Ocean Spray will remind viewers
to be good to themselves and increase its
relevance on social media.
SWIPE UP
Snapchat Ad Video
Link: https://vimeo.com/260848003
Password: NSAC18Team264

17. 16
Media Strategy
Client Budget Impressions Budget %
6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 5,000,000$
2,900,000$ 58%
TV 1,450,000$ 31,900,000 50%
Hulu 725,000$ 20,300,000 25%
YouTube 725,000$ 5,800,000 25%
400,000$ 8%
Spotify 220,000$ 15,620,000 55%
Pandora 180,000$ 18,000,000 45%
600,000$ 12%
Facebook 210,000$ 6,090,000 35%
Instagram 210,000$ 6,090,000 35%
Snapchat 180,000$ 29,880,000 30%
400,000$ 25,200,000 8%
Billboard
250,000$ 15,750,000 5%
Banner Ads
TOTAL 4,550,000$ 226,270,000
March April
VIDEO
JuneJune DecemberNovemberOctoberAugust January
484,404.76$ 156,250.00$ 484,404.76$ 484,404.76$ 141,071.43$625,595.24$ 585,416.67$141,071.43$ 484,404.76$
July
484,404.76$
MaySeptember
196,428.57$141,071.43$ 141,071.43$
AUDIO
SOCIAL
OUTDOOR
DISPLAY
February
We are utilizing efficient media channels to run year long. In addition, we are pulsing the traditional mediums during the summer and
holiday seasons when juice consumption is high. Within the Youtube, Spotify, and Pandora mix we are going to pulse our media mix so
creative doesn’t get tired and we can more efficiently spend our media dollars throughout the year.
MISCELLANEOUS: The miscellaneous portion of our budget has $450,000 which will cover the experiential, point of sale, and
landing page creative executions. It is anticipated that we’ll spend $300,000 on experiential executions, $100,000 on point of
sale, and $50,000 on the landing page. With a 10 million dollar budget, we would expand our media reach with more TV and
take our experiential to more locations.
TEAM 264 SUCCESS METER: 75%

18. 17
Media Strategy
SNAPCHAT
By using Snapchat ads and
filters for Ocean Spray, we
can reach over 33 million
users between the ages
of 24-34. Snapchat will
also allow us to create GO
stories for users to watch.
OUTDOOR
57% of all actions occur
within two days of the last
exposure to an outdoor
ad. By using outdoor
advertising like billboards,
we can attract consumers
to engage with the Ocean
Spray campign.
INSTAGRAM
Instagram will be a strong
channel for Ocean Spray’s
campaign with millennials
forming 25% of users.
Along with strong usage,
Instagram users follow
brands and influencers to
show their support.
TELEVISION
T.V. still captures 53% of
millennials and Gen X’ers.
Using this channel, we
can use 30 second ads to
capture the users and keep
them engaged.
FACEBOOK
Millennials represent
the largest user base in
Facebook. Along with
their strong usage, 84% of
millennial Facebook users
follow brands to show
their support.
DISPLAY
Banner ads influence
58% of millennials. Ocean
Spray can reach more
internet users on all
different outlets by using
this channel.
YOUTUBE
YouTube reaches more 24-
34 year olds than all cable
companies combined. By
using this channel for the
campaign we can better
reach the target market.
PANDORA
Pandora reaches 54% of
the entire millennial digital
audience. This will provide
a strong channel for
Ocean Spray’s campaign.
HULU
Hulu is a good channel
for connected devices as
millennials are the largest
segment of subscribers at
37%. With the campaign
for Ocean Spray, we can
reach millennials who
don’t watch T.V.
SPOTIFY
Since 72% of Spotify
listeners are millennials,
this will prove to be an
effective channel for audio.

19. 18
Targeting
Concentration of stress
0–37.9% 38–38.9% 39–40.9% 41–42.9% 43% +
Target Cities: Houston, TX; Washington DC; San Francisco, CA; Miami, FL; Los Angeles, CA; New York, NY.
We determined the optimal target cities by cross referencing locations with a high density of millennials and areas
that have highly stressed populations. The Be Good to Yourself campaign creative executions will find the most
success in targeting these cities by bringing a little goodness to the areas that need it most.
SOURCE: Gallup, Forbes
Houston, TX
Miami, FL
New York, NY
Washington, DC
San Francisco, CA
Los Angeles, CA
= Millennial population decrease
= Millennial population increase
= Millennial population size

20. 19
Campaign Evaluation
Key performance indicators are based off of the goals, measuring impressions, coupon redemption numbers, and survey results.
METRICS
$
5MCAMPAIGN
SPEND
226.3MIMPRESSIONS
GENERATED
OBJECTIVE EVALUATION RESULTS
Generate a 7%+ increase in
brand equity among millennial
audience
Grow household penetration by
0.5% points among millennials
over the next two years
1
2
● Conduct pre-campaign surveys to
determine brand perception amongst
millennials
● Includes TV, YouTube, social media,
experiential marketing, and other
elements to reach millennials
● Track impressions across all platforms
● Conduct post-campaign surveys to
evaluate success
● Use IRI data to track sales and
household penetration
● Track increased trial through coupon
redemption
● 7%+ increase in brand equity among
millennial audience
● Increase of millennials who perceive
Ocean Spray as a relevant brand
● Increase in household penetration by
0.5% points among millennials over the
next two years

21. Summary & Sources
The Be Good to Yourself campaign gives Ocean Spray the opportunity to bottle
confidence, patience, and kindness. The campaign further develops the brand’s “Tastes
Good, Good For You” tagline creating relevance with millennials by simply stating Be
Good to Yourself. This reminder covers all components of “good” by empathizing with the
consumer mindset of stress, acknowledging current social movements for self-care, and
better connecting millennial’s love for authenticity to the existing Ocean Spray brand. Not
to mention, cranberries are just plain good for you! By emphasizing what it means to be
good to yourself, Ocean Spray uniquely positions the brand by encouraging millennials
to find the good inside and embrace self-wellness behaviors. This multifaceted approach
redefines Ocean Spray’s current brand image and strengthens its competitive advantage
as millennials’ affinity for the brand grows.
The omni-channel execution interjects goodness into life’s stressful moments through
multiple consumer touch points. The Ocean Spray brand personifies millennials’ inner
positivity through the use of “mini-me’s” conveyed by kids in our traditional media
executions (video and radio). This was a strategic choice that was meant to emulate
the innocent perspective of a child’s mind and remind us to stop overthinking. Our eye
catching label redesign gives an uplifting aesthetic to Ocean Spray products and acts as
the center point for the rest of our creative executions (point of sale, outdoor, experiential,
and digital media). Targeted specifically in high stressed out areas with a high density of
millennials, this cohesive strategy not only breaks through the visual noise of the juice aisle
but has an authentic purpose behind the label. This will build brand affinity, incentivize trial,
and boost household penetration.
We are all human. We each experience stress in different ways. This campaign
acknowledges life is tough, but reminds consumers that they are too. We all deserve to live
our lives with confidence, patience, and kindness. So we please ask you…..
Primary:
IBM Watson
In-store interviews
In-store observations
One-on-one interviews
NSAC Team Primary Survey
Twitter
Secondary:
AAF NSAC Ocean Spray Study
ADWeek
AdMall
American Psychology Association
Atlantic
BusinessofApps.com
Coca-Cola Case Study
Forbes
Fortune
Gallup
Gumtree.com
Harvard Business
Kantar AdSpender
LinkedIn
Marketing Charts
Marketing Week
Mazars Ledger
Medical News Today
Moon Pie Twitter
Neilson
New York Post
NPR
OceanSpray.coop
OceanSpray.coop/blog
OceanSpray.com
Psychology Today
Pew Research Center
RCL CO
Snickers Case Study
Statista
Think With Google
Time
Verto Analytics
Wendy’s Twitter
WalletHub
20TEAM 264 SUCCESS METER: 100%
Be Good to Yourself
Moresecondarysources
Link:goo.gl/oMXKAK