Ocean Spray’s Pink Cranberry juice drink, which launched in September is going onto Tesco shelves next week and is being supported by a brand new TV ad campaign which also launches at the same time.
The new, lighter, sweeter Pink Cranberry juice drink made with pink, red and white cranberries is launching into the ambient aisle in 695 Tesco stores. The Tesco launch will be heavily supported with instore sampling activity to allow consumers to taste its refreshing lightness versus the tanginess of Ocean Spray’s Classic Cranberry which is made with red cranberries.
Comments Jo Dickinson, Senior UK Marketing Manager, Ocean Spray: “When we developed Pink Cranberry, not only did we want to make sure it appealed to a younger generation of cranberry drinkers, we also wanted it to have wider appeal outside of the breakfast occasion, because we know that younger consumers are looking to drink juice differently from previous generations. Pink’s fruitier and lighter taste profile means it appeals to a wider audience and makes it more versatile, offering refreshment at different times of the day such as lunchtime, early evening or as an afternoon pick me up. As well as drinking it on its own or served over ice, it’s also great as a mixer in cocktails, mocktails and smoothies, something we regularly promote through our PR, social media and digital advertising campaigns.”
Ocean Spray will also be unveiling a brand new TV ad ‘Juice Done Differently’ in April which celebrates how everyday moments can be elevated thanks to Ocean Spray, with tasty, healthier, refreshment as central campaign messages. The ad targets Ocean Spray’s very loyal customers as well as showcasing new Pink Cranberry with its much lighter and more refreshing taste. It shows the two drinks with entirely different usage occasions and ways of drinking – with Cranberry Classic bringing a healthier kick-start or morning boost, and Pink Cranberry as tasty afternoon refreshment.
The ad is a completely new look for the brand with new, modern imagery and is designed to appeal to today’s consumers, grow awareness and recruit new users to the brand. The new ad will air in April and run for six weeks.
Ocean Spray has performed extremely well in the last 12 months, with volume sales up more than 10% versus the total Juice and Juice Drinks category, which has experienced overall volume sales decline of 8% over the same period (source: IRI Total Market, 52 weeks ending 26/11/23).
In the market as a whole, there has been some movement out of chilled juice into ambient juice recently as consumers look for cheaper alternatives due to the cost of living crisis. Total market ambient take home volume growth is up 4.8% vs total market chilled take home volume decline of -13.4% (52 weeks to 24/12/23). Ocean Spray’s ambient juice volume sales reflects this, with volume growth up 6.7% year on year. However, contrary to the total market, its chilled take home juice drinks are seeing even greater levels of volume growth, up 14.5% versus the same time last year.
Adds Dickinson: “Ocean Spray is the UK’s leading cranberry juice brand and a brand consumers trust and emotionally connect with. Our ethos, product quality and taste sets us apart from own label alternatives; we’re a farmer owned cooperative with over 90 years of experience, and all profits go back to our 700 plus family farmers. No other UK cranberry juice brand, including own label, can make the same claim.
“We’re also a brand that offers both chilled and ambient choices for consumers. So if they are looking for a lower priced option to suit their budget or want the convenience or shelf life of an ambient juice, we offer a solution with the quality assurance of a brand they know and trust.”
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