Campaign Imminent: Ocean Spray taps new creative AOR (Score 61)
Cranberry 
and cranberry juice brand Ocean Spray (OS) has announced a partnership with integrated marketing company GYK Antler. The agency will work to reinvigorate OS's brand with a new ad campaign, which will lean into the company's dedication to the health of people and planet and will launch in early fall of 2020. We believe this is just a project-based relationship and does not affect OS's creative AOR of almost two years, Energy BBDO.
This shift closely follows OS's promotion of Rizal Hamdallah, its chief global innovation officer of just over a year, to chief global growth officer in August 2020.
According to iSpot, this year's national TV campaigns targeted female audiences, with top shows including The Bachelor: The Greatest Seasons -- Ever!, The Genetic Detective, The Good Doctor, Jeopardy! The Greatest of All Time and Today With Hoda & Jenna. A YTD spend of approximately $9.8m marks a 31% decline from the approximately $14.2m spent in the same 2019 timeframe. OS's full 2019 spend dropped by 3% to $17.8m from $18.3m in 2018.
Adbeat estimates the company allocated $69.2k toward digital display from September 2019-2020, down 7% from the estimated $74.7m allocated from September 2018-2019. Most of hte past year's spend went toward YouTube videos ($34.5k) and programmatic ads placed via Google DV360 ($13.1k) onto sites such as yahoo.com ($3.3k), usatoday.com, aol.com, delish.com and hometalk.com.
OS's ad spend may stay relatively low until customers return to physically visiting grocery stores more often again; its products are available via nationwide grocers. Pathmatics reports it also invests in Facebook, Instagram and Twitter ads; Kantar data reports it slightly utilizes OOH. You may additionally want to offer OTT ad space. OS is pretty well-established among Gen-X and boomers, so it seems to be increasing efforts to reach Gen-Z and millennial moms.
Agency & martech readers - This shift reveals OS's leadership is willing to work with agency partners on project-based relationships, so reach out if you can offer relevant work, especially if your digital analytics and/or social media management services could help the company reach younger audiences. KWG was named media AOR in December 2019.
