OCEAN SPRAY BEGINS CRANBERRY COCKTAIL CAMPAIGN
By Adnews Staff
Beverage company Ocean Spray, based in Toronto, has begun a holiday-season campaign for Cranberry Cocktail which is intended to illustrate ways to use the drink for parties. The campaign, developed by Genesis Media, will take place on The Food Network. It consists of conventional television commercials, 15-second vignettes, high-frequency five-second brand reinforcement ads, plus online materials. The vignettes were produced by Alliance Atlantis, parent company of The Food Network. "Media's job today is to go far beyond just awareness building to truly generating consumer engagement," said Scott Stewart, director the of Ocean Spray account at Genesis Media. "We wanted to drive imagination and ideas from the brand to the consumer, and in so doing, leverage that engagement to build brand traffic."