- Ocean Spray's first national campaign targeting Hispanic consumers introduces the brand with the tagline, "Sabor Unico. Bueno Para Todos," which translates to "Unique flavor, Good for everyone," per a press release.
- Included in the push is a branded entertainment partnership with Univision. A biweekly segment on the network's "Despierta America" morning show will feature families competing remotely in a competition testing their fruit flavor knowledge.
- The campaign, which includes TV, digital, social, radio and in-store, is based on the company's insight that Hispanic audiences are not familiar with cranberries as a fruit or drink. Campaign creative was developed with Lerma and media is being planned and executed by KWG Advertising.
Riding a wave of unexpected popularity following a recent viral TikTok video, the cooperative representing 700 cranberry farmer families is looking to reach deeper into the Hispanic market with its first national marketing campaign targeting the segment. The new effort does not include any old pop songs or skateboarding, key elements in the TikTok video. Instead, a video features a family with young children around a picnic table trying Ocean Spray, as artistic doodles surround them.
The biweekly game show segment, titled "Sabores Ganadores (Winning Flavors)" will pit families in a head-to-head contest for an undisclosed grand prize, giving Ocean Spray an opportunity to deepen its relationship with Hispanic consumers by giving them a reason to continue to spend time with the brand on a network that has a large Hispanic audience.
The campaign's launch comes at the end of Hispanic Heritage Month, which ran from Sept. 15 to Oct. 15. Already 61 million strong, the Hispanic market is a growing segment of the U.S. population. At the same time, it is incredibly diverse and comprises many different cultures and attitudes.
"Brands need to dig deeper to avoid the all too common mistake of thinking if they simply translate ads or marketing messages into Spanish, they’ve done their job," wrote Pamela N. Danziger on Forbes.com last month.
Ocean Spray hit viral gold in September thanks to a video created by Nathan Apodaca and featuring the decades-old Fleetwood Mac song, "Dreams." In a TikTok video, Apodaca recorded himself skateboarding and lip-syncing to the tune while drinking an Ocean Spray Cran-Raspberry drink.
Apodaca's video racked up 26 million views, and caught the attention of Fleetwood Mac founder Mick Fleetwood, as well as Ocean Spray's CEO Tom Hayes. Acting quickly, the brand gifted Apodaca a cranberry-red truck and had Apodaca remake the video with a bigger nod to Ocean Spray. TikTok also used the video's popularity to create its own commercial featuring Apodaca, Fleetwood, and other creators who mimicked the video.
Meanwhile, a study from the Rudd Center for Food Policy & Obesity at the University of Connecticut found beverage makers are targeting Black and Hispanic consumers with ads for sugary drinks at much higher levels than other demographics. Beverage brands spent $84 million to promote soda, sports drinks and energy drinks on Spanish-language TV, up 8% from 2013 and up 80% over 2010, according to the study. Additionally, sports drink brands disproportionately advertised on Spanish-language TV spending 21% of TV ad budgets on Spanish-language TV, as compared to 10% on average for all sugary drinks. The study's authors noted these advertisements are likely exacerbating health disparities among the Black and Hispanic communities when compared with other demographics.
Correction: A previous version of this story misstated Ocean Spray's history in Hispanic marketing. This is its first national campaign targeting the consumer group.