The work delivered on Ocean Spray’s corporate brand strategy and move toward becoming an innovation-led, lifestyle brand. GERTRUDE guided Ocean Spray in organizing their brand architecture and product portfolio under the new positioning, followed with the development of a refreshed master brand identity for all products, and a brand campaign for the flagship cranberry juice offering to launch the brand renovation. I thought I would really like ocean spray 100 juice cranberry because I had previously tried ocean spray cran mango juice however, expectations did not. ![]() Ocean Spray needed to pivot the organization and reposition to a farm-to-family, health and wellness company, with a younger, more diverse consumer base. Founded in 1930, Ocean Spray Cranberries is one of the leading producer of canned and bottled juice drinks in North America. Ocean Spray is a vibrant agricultural cooperative owned by more than 700 cranberry farmers in the United States, Canada and Chile who have helped preserve. In the past 5 years, the legacy brand had introduced a range of new products to diversify beyond the core drinking occasions and consumers of their cranberry juice flagship brand. GERTRUDE partnered with the Ocean Spray organization to address their call for a brand repositioning and refresh within the shelf stable juice category. ![]() ![]() OCEAN SPRAY - GLOBAL BRAND REFRESH / DESIGN INNOVATION
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