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.