Ocean Spray set for new PR splash

LAKEVILLE-MIDDLEBORO, MA: Cranberry growers' co-op Ocean Spray

plans to launch the second part of a PR campaign for its new white

cranberry juice drinks in January.

Ocean Spray will spend $15 million to advertise the new white

cranberry drinks, so PR spending will likely be in the high six- to

seven-figure range. The former BSMG Boston office, now Weber Group, is

handling the campaign. Ocean Spray has used BSMG for many projects in

the past, and considers the firm its main PR agency.

The first part of the campaign began in early September, tied to the

harvests of white cranberries. A press kit and b-roll of harvests were

produced emphasizing the lighter, smoother taste of white cranberries,

said Chris Phillips, senior manager of corporate comms and public


PR efforts starting in January will focus on specific Ocean Spray white

cranberry drinks, which include white cranberry juice, white cranberry

and strawberry, and white cranberry and peach, Phillips said.

Ocean Spray is also spending $15 million on a national ad

campaign for its core red cranberry products. PR efforts are also

planned for those products.

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