Situation

Ocean Spray was announcing a new Blueberry juice drink and wanted to ensure that consumers knew that they were expanding their product portfolio to include another fruit and at the same time wanted to launch their social media channels.

Campaign Solution

Since Ocean Spray is synonymous with cranberries, it was important to launch in a big way.  That’s how the partnership with JetBlue was developed.  Ocean Spray and the public relations team created 36-foot tall Ocean Spray Blueberry Juice replica bottle that was tugged by a JetBlue plane on the tarmac of JFK Airport to create a larger than life photo opportunity.  The photo was picked up across New York and national media. In New York, the photo drove consumers to an event that was at Madison Square Park in Manhattan where the oversized Blueberry Juice bottle accompanied a consumer activation that created to look like a luggage conveyor belt and samples of the juice were given out of small suitcases. Along with the samples, consumers were given scratch off cards where they could win tickets from JetBlue, as well as Ocean Spray and JetBlue various branded items.  Since JetBlue had an extremely active group of consumers on the company’s social media channels, Ocean Spray was able to engage those consumers and capture them on their social media channels as well.