Media Words Taps into Healthy New Year Plans for Ocean Spray OOH Campaign

Elise Hedley Dale: ‘They are driven by innovation in both their brand and product range, which aligns perfectly with our strategic planning approach.’

In the midst of a new year, where many consumers focus on their health and wellness goals, Media Words has launched an exciting and impactful out-of-home (OOH) campaign for its long-time client, Ocean Spray. This marks the introduction of Ocean Spray PURE Cranberry, a groundbreaking new product made from unsweetened 100% cranberry juice. Through a strong partnership with JCDecaux and its expansive media network across Australia and New Zealand, the campaign leverages OOH media as its key pillar to spread the message of the product's versatility and health benefits.

Introducing Ocean Spray PURE Cranberry

Ocean Spray PURE Cranberry is a beverage that aligns perfectly with the growing consumer trend of health-conscious choices. The product is made from pure, unsweetened cranberry juice, and it’s designed to be a customizable base for a variety of health-boosting drinks. Whether used in sparkling beverages, smoothies, or even combined with hot drinks like herbal tea and coffee, PURE Cranberry offers a versatile option for consumers who want to enjoy a healthy lifestyle without compromising on taste.

Media Words, the independent media consultancy, tapped into this versatility by collaborating with JCDecaux to build a campaign that highlights PURE Cranberry’s adaptability. By using multiple formats, from large billboards to smaller transit placements, the campaign targets a wide range of audiences throughout Australia and New Zealand. Each creative showcases the different ways consumers can incorporate the product into their daily routines, challenging them to create new, healthy drink blends with PURE Cranberry.

Leveraging OOH for Maximum Impact

The OOH campaign’s strategic approach is rooted in the growing demand for health-focused options that consumers can easily integrate into their existing lifestyles. Media Words focused on the product's versatile mixing proposition, ensuring that it resonates with health-conscious shoppers looking for simple yet effective ways to improve their daily beverage choices.

The PURE Cranberry campaign is part of a broader OOH strategy that positions out-of-home advertising as a cornerstone medium for creating deep brand connections. The dynamic visuals, developed with creative agency The Reactor, capture the different ways consumers can experience PURE – from refreshing sparkling drinks to delicious smoothies. This variety of media placements not only creates visibility but also sparks curiosity, prompting consumers to think about how they can blend PURE Cranberry into their own favorite beverages.

“PURE Unsweetened 100% Cranberry Juice is a consumer-centric innovation,” said Elissa Booth, Ocean Spray’s general manager for Australia and New Zealand. “As consumers increasingly look to customize their food and beverage choices to support their individual tastes and health goals, PURE Cranberry provides the perfect base for this kind of personalization. It’s incredibly versatile – from cold bubbly water to herbal tea and coffee, we’ve seen consumers mixing it in ways that continually surprise us.”

Data-Driven Results

The success of the current campaign is grounded in the measurable impact of Media Words' previous work with Ocean Spray. A 2024 Kantar study showed that the earlier OOH campaign for Ocean Spray delivered impressive results, including a doubling of unaided brand awareness and a +30% increase in brand consideration. These metrics highlight the power of OOH advertising in fostering consumer recognition and driving purchasing behavior.

Elise Hedley Dale, founder and media director of Media Words, emphasized the importance of data-driven approaches in achieving these results: "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. Our team was able to apply insights from previous campaigns to make this campaign even more impactful. Out-of-home works best when consumers see brand messages consistently throughout their day, and our multi-format strategy for PURE Cranberry has been designed to do just that."

The campaign not only emphasizes the versatility of PURE Cranberry but also shows how OOH can effectively engage consumers in key moments of their daily journey. By placing brand messages in high-traffic locations like transit stations, billboards, and retail hubs, the campaign aims to influence purchase decisions right at the point of sale. As shoppers are increasingly mindful of their health choices, this campaign provides a perfect solution to meet those needs in real-time.

Strategic Partnerships for a Winning Campaign

This large-scale campaign exemplifies the strength of the collaboration between Media Words, Ocean Spray, and JCDecaux. The partnership has allowed for the strategic deployment of media across a range of formats to capture the attention of both existing and new consumers. With a focus on leveraging the power of OOH advertising, this campaign aligns with broader trends in the advertising industry that emphasize innovation, creativity, and data-driven insights.

Elise Hedley Dale further explained, "Last year’s campaign results showed that OOH advertising works best when consumers engage with brand messages throughout their daily activities. This year's PURE Cranberry campaign takes that insight further by making sure we connect with consumers at critical moments during their day—whether they’re on their way to work, out for a walk, or shopping for groceries. By showcasing PURE’s versatility, we can directly influence consumer behavior and ultimately impact purchase decisions at the supermarket."

Looking Ahead: A Busy 2025 for Media Words

As we move into 2025, Media Words continues to innovate and deliver compelling campaigns for its clients. In addition to the Ocean Spray PURE Cranberry campaign, the media consultancy is also managing the media account for Bic’s EasyRinse razor and securing the media account for Critical Info, a platform focused on end-of-life planning. These new initiatives showcase Media Words’ ongoing commitment to staying at the forefront of the media landscape.

The Ocean Spray PURE Cranberry OOH campaign will run alongside complementary social and digital efforts throughout the first quarter of 2025, ensuring that the product’s health benefits and versatility reach the widest possible audience. The strategic use of both traditional and digital media allows the campaign to create a holistic brand experience that engages consumers across multiple touchpoints.

Conclusion

The collaboration between Media Words, Ocean Spray, and JCDecaux underscores the power of out-of-home advertising in today’s media landscape. By tapping into the growing health-conscious trend and offering consumers a versatile product like PURE Cranberry, the campaign has successfully engaged a broad audience and influenced consumer behavior. Through data-driven strategies, innovative creative, and strong partnerships, Media Words continues to demonstrate its expertise in driving impactful advertising campaigns that deliver measurable results.