Cranberry juice giant Ocean Spray is changing its strategy to begin targeting women between the ages of 30 and 45. This represents a shift from the previous target market of brand loyalists generally aged over 40.
A new television advertising campaign, to go on air on July 18, will reflect the change.
A source says that the TV campaign, for the Cranberry Classic and Cranberry Classic Light products, is designed to lure younger consumers away from own-label juice brands. Created by The Oven – part of the Mustoes group – the campaign cost &£2m and will be screened for the first time on July 18.
The 40-second spots will feature a voiceover by comedienne Kathy Burke, while images show beautiful women floating in a river of cranberries and the strapline: “Real goodness from a real place”.
The source says: “The ad is bit self-referential and humorous and aimed at upmarket, educated women who have a love-hate relationship with health and beauty advertising.
The campaign will run until September and feature on ITV1, Channel 4 and Channel 5, supported by a major summer sampling programme.
Ocean Spray, which is also understood to be planning a package redesign for the two products being advertised, handed its creative account to The Oven in November.
Ocean Spray has more than 70 per cent of the worldwide cranberry drink market.