CONTEXT
The Ocean Spray organization was seeking a brand refresh within the shelf stable juice category to align with the organization’s repositioning to a farm-to-family, health and wellness company, and connect with a younger, more diverse consumer base. In the past 5 years, the legacy brand had also introduced a range of new products to diversify their drinking occasions beyond the cranberry juice flagship and needed to align the brand image to this expanding focus on innovation.
WHAT WE DID
Strategy, Identity, Packaging Redesign, Film/Broadcast, Consumer Print, Outdoor, Content, Digital, Social (Paid/Organic), and Experiential
OUTCOME
GERTRUDE guided Ocean Spray in organizing their brand architecture and product portfolio under the new positioning, then evolved the master brand identity for all products, and created a brand campaign for the flagship cranberry juice offering to launch the brand renovation. The work delivered on Ocean Spray’s corporate brand strategy and furthered the organization in becoming an innovation-led, lifestyle brand.