US FMCG brand Ocean Spray has launched a new out-of-home (OOH) campaign for its Pure Cranberry product, targeting health-conscious consumers seeking versatile and wholesome beverage options.

The campaign was developed in partnership with independent media agency Media Words, with creative handled by The Reactor agency. The rollout was executed in collaboration with JCDecaux, leveraging their out-of-home media network across Australia and New Zealand.

Ocean Spray Pure Cranberry is a recent addition to the market, characterised by its unsweetened 100% cranberry juice composition. The campaign showcases the versatility of the product, which is designed to be mixed with other beverages or consumed as a health shot.

Ocean Spray General Manager ANZ, Elissa Booth, said: "PURE Unsweetened 100% Cranberry Juice is a consumer-centric innovation – with consumers increasingly looking to customise food and beverages for their own tastes and health goals. It’s incredibly versatile – we’ve seen consumers blending it with everything from cold bubbly water and soft drinks, to hot drinks like herbal tea and coffee. They keep surprising us with how versatile PURE is, beyond what we imagined."

The campaign builds on a previous 2024 out-of-home transit advertising initiative for Ocean Spray, which reportedly doubled unaided brand awareness and increased brand consideration by 30%, according to a study conducted by Kantar. This new campaign will run alongside targeted social and digital activities until April 2025.

Founder and Media Director of Media Words, Elise Hedley Dale, said: "We love working with the Ocean Spray team. They are driven by innovation in both their brand and product range, which aligns perfectly with our strategic planning approach." Dale further elaborated on the campaign strategy: "Last year’s campaign results showed that out-of-home works best when consumers see brand messages throughout their day. Our multi-format approach for PURE Cranberry aims to connect with consumers at key moments in their daily journey and show them different ways to use the product, directly influencing purchase decisions at the supermarket."

Media Words, established in 2014 by Dale, specialises in strategic media planning, buying, and campaign management. The consultancy has long-standing relationships with several brands, including Bic, Ocean Spray, Sonos, Peninsula Hot Springs, and The Bean Alliance Group.