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Ocean Spray

American Advertising Federation's National Student Advertising Competition, 2018

The Ask: Develop a marketing campaign that drives relevancy of the Ocean Spray brand for Millennials across both food and beverages.

Key Research:

  • "Healthy Believers" make up 75% of adults 25-34 and still believe in the health benefits associated with juice despite the sugar. 

  • Survey respondents stated that cranberries have a unique taste unlike that of any other fruit, and 60% prefer brands that are different and tell them how they're different.


Our Campaign: Ocean Spray, Add Different To Your Day.
By leveraging the uniqueness of both the cranberry and the current day millennial, we were able to increase brand relevance with the target because they seek to add different things and experiences to their lives.

My Role:
Research Team Member:

  • Develop Qualtrics survey and analyze the 975 responses.

  • Analyze the 705 responses to Zappistore strategic and creative concept tests.

  • Uncover research that motivates the overall campaign strategy.

Miscellaneous:

  • Assist with calculating the ROAS

  • Work to manage various tasks and ensure that teams meet deadlines and requirements.


Recognition:

  • Districts: 1st Place

  • Nationals: 9th Place


Many thanks to:

  • Advisors: Professor Christine Ure and Professor Oscar Chilabato

  • Research: Bianca Carangelo (Me!), Michaela Doonan, Caroline Wylie, Daniel Baker, Donovan Kelley, Zoe Menendez, Samantha Silvestri

  • Strategy: Rachel Sylvia, Moriah Hernandez, Julia Paine, Madison Hernandez, Lindsay Beaulieu

  • Creative: Sydney Gray, Cylone DeFlorimonte, Andrew Morner, Lorianna Logan, Manal Jakhar, Arianna Iacovelli, Andrew Thompson, Lindsay Saiia

  • Media: Annie Jones, Madison Johnson, Emma Ruben, Jillian Harrold, Mariana Sosa, Spenser White

  • Production: Robert Arroyo, Conor Murphy, Maaz Mobeen, Elle Chu

The Deliverable

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©2018 by Bianca Carangelo.

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