'Pink' Product Launch
We were briefed to launch PINK; a brand new, sparkling product from Ocean Spray. The cranberry-based carbonated juice drink has added vitamin C and is low in calories and sugar.
The product is aimed at health conscious women aged 35-54 who are currently underserved in on-the-go when it comes to healthy carbonated soft drink choices.
PINK combines pink, red and white cranberries to produce its pink colour, contains only natural ingredients and is completely free from artificial colours, flavourings and preservatives.
Our creative approach focused around the product attributes, and ‘Bubbles with Benefits’ was born.
A photoshoot gave us both product and lifestyle imagery; bringing to life the drink in a variety of settings. A key, campaign visual was designed featuring the can, a glass and an array of cranberries. This gave us the lead look and feel or all other assets.
Launched first in the trade, we created a double page spread for The Grocer magazine, along with assets for both physical and virtual trade shows.
Following creation of a guidelines document, we created a range of shopper assets to advertise the product in and around key retailers. These included digital 6 sheet animations at front of store, aisle fins, barkers, and press advertising in retailer magazines.