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Celebrating Thanksgiving

Ocean Spray's interactive PURE campaign inspires Aussies to get creative with cranberry juice, sharing unique concoctions for a chance to be featured on iconic billboards.

Ocean Spray Challenges Aussies to Rethink Everyday Moments with Bold Interactive Campaign

Ocean Spray is encouraging Australians to get creative with their daily routine through its bold and interactive campaign, “Is There Anything PURE Can’t Improve?” The campaign, developed in collaboration with The Reactor, Greenpoint, and Media Words, invites everyone to test the limits of Ocean Spray's Unsweetened 100% PURE Cranberry Juice.

A Campaign Designed to Spark Creativity

The core goal of this campaign is to inspire Australians to experiment and innovate. Ocean Spray wants to show how their PURE Cranberry Juice can elevate everyday moments, whether you’re crafting refreshing drinks or finding a new twist on a classic. The campaign is designed to ignite creativity, inspire delicious experiments, and raise awareness of the PURE Cranberry Juice’s versatility.

The “Is There Anything PURE Can’t Improve?” campaign will run across multiple platforms, including out-of-home advertising, digital, social media, influencer collaborations, and PR. It will engage Australians to create their own unique concoctions using PURE Cranberry Juice, with endless possibilities to explore.

The Power of User-Generated Content

A key feature of the campaign is a user-generated content (UGC) initiative. Participants will receive a FREE PURE Tasting Kit, which includes a mix of drinks—some surprisingly delicious, others not so much—encouraging people to get creative and share their innovative combinations. The top three creations will even have the chance to be featured on some of Australia’s most iconic billboards.

The UGC component serves as an exciting opportunity for Australians to express their creativity, while showing that PURE can improve almost anything. Participants are encouraged to push the boundaries of their imagination and share their unique creations with the world.

Influencers Join the Fun

To generate excitement, a buzzworthy influencer program has already kicked off. Notable influencers are taking to TikTok and Instagram to showcase their own PURE-inspired creations, sharing the fun and spreading the message of limitless possibilities for creativity.

A New Way to Enjoy Cranberry Juice

Elissa Booth, Ocean Spray’s General Manager ANZ, explained the campaign’s inspiration:

“With this campaign, we wanted to go beyond the product itself and celebrate how PURE can inspire new ways of enjoying cranberry. Whether it’s pairing it with sparkling water, juices, or other mixers like cola and ginger beer, the campaign highlights the endless possibilities for people to experiment and create, no matter their preferences.”

This campaign marks a fresh chapter in Ocean Spray’s mission to inspire boldness and creativity through its products. It paves the way for deeper consumer engagement, encouraging people to reimagine how they enjoy the brand’s PURE Cranberry Juice in everyday moments.

Join the Challenge

Whether you’re a mixologist, foodie, or simply looking to add something new to your routine, the challenge is clear: grab PURE, get creative, and show the world there’s nothing it can’t improve.

Want to get involved? Visit linktr.ee/oceansprayanz to request your FREE PURE Tasting Kit and learn more about how to participate. The top creations will be featured on iconic billboards, and participants will have the chance to win a $3000 content creator bundle, including a DSLR camera. Follow the journey on Instagram @oceansprayanz and use #ImproveItWithPure to join the conversation.

 

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