Executive director of RP1 Daniel Bruin said the agency will provide a range of PR and marketing services for the brand, which launched in Brazil following a year of market research.
The company did not hold a formal pitch process, but approached several local agencies for talks before making its decision. Services include media relations, merchandising, plus sponsorship and events advice.
Soraia Ascari will head the account with assistant Renata Lotto, reporting to Ocean Spray's general director for Brazil Edson Mazetto.
Initial focus, according to Bruin, will be on building a reputation for taste and health benefits of cranberries; virtually unknown in Brazil where high temperatures make it difficult to grow the fruit.
Recognition will be aided by the increasing presence of the cranberry-based 'Cosmopolitan' drink in local bars, made popular by the US sitcom 'Sex and the City.'
Ocean Spray is an agricultural co-operative formed 75 years ago and made up of more than 650 cranberry growers in the US and Canada. It's Brazilian office is based in Barueiri, Sao Paulo state, where it imports concentrated juice used for the production of the four cranberry drinks in local factories. More product launches are planned before the end of the year.