As head strategist for this campaign, I led the team on primary and secondary research initiatives, uncovered key insight, and developed our campaign strategy directly from our findings. After conducting focus groups, surveys, and in depth interviews, it became clear there was a lack of knowledge regarding the variety of products Ocean Spray offers. Moreover, there was a disconnect between the message Ocean Spray thought they were conveying, and the message a new generation was actually receiving. It’s with this insight we had our winning strategy. Take the transparency Ocean Spray thrives on, and evolve it into a campaign that will resonate with a new audience. So we developed the framework of “modern authenticity.” Please read our NSAC book and enjoy our spin on an almost century-old company.