Comments on: Going Berry, Berry Strong

By: Ted Mininni

Ted Mininni — Thu, 25 Jan 2007 20:39:06 +0000

Thanks, David, for adding some strong insight of your own. I couldn’t agree more. The trick for brands is to remain relevant by adapting to today’s consumer, but to never stray from their core values. When brands do the latter, they are lost.

By: Tammy Strnatka

Tammy Strnatka — Thu, 25 Jan 2007 19:40:34 +0000

We need a more adult energy drink that actually tastes good.

By: David Lemley

David Lemley — Thu, 25 Jan 2007 19:14:41 +0000

Ocean Spray never tries to be something they’re not.
They continue to remain relevant by integrating what they are as a brand, into the current cultural context (health, diet, martinis, etc.). They position themselves as relevant within that particular context, without changing their core brand identity.
A strong brand has the ability to adapt and adjust to an ever changing marketplace without changing the brand itself.
Great insight, Ted.

By: Ted Mininni

Ted Mininni — Thu, 25 Jan 2007 16:02:37 +0000

Wow! Great idea, Tammy, given the strength of the energy drink category. Maybe blend the cranberry with some herbs or other natural boosters. I hope Ocean Spray is listening!

By: Tammy Strnatka

Tammy Strnatka — Thu, 25 Jan 2007 15:42:34 +0000

How about a cranberry energy drink?

By: Ted Mininni

Ted Mininni — Thu, 25 Jan 2007 15:28:56 +0000

Thanks for your observations Lewis,Claire and Ann. Lewis is right when he says that OS really works hard to maintain its customer credibility and relationships. And I do believe this “case study” is a good example of how a brand can continue to remain relevant even if it is decades old, Claire and Ann.
Craisins, anyone?

By: Ann Handley

Ann Handley — Thu, 25 Jan 2007 15:10:35 +0000

Good point, Claire. Ocean Spray is the Madonna of juice companies — it has managed to reinvent itself to appeal to newer generations and customers. That seems to drive the introduction of its “100% juice” and other low-sugar products, as well as suggestions on its site of cranberry Cosmopolitans and the like….

By: Claire Ratushny

Claire Ratushny — Thu, 25 Jan 2007 14:32:06 +0000

From a marketing perspective, I like Ocean Spray’s story because it provides us with ideas on how to keep a brand from losing relevance with the customer. Long-established brands sometimes struggle with this as newer, “sexier” brands emerge and their product offerings become perceived as stale. Thanks, Ted, for sharing the OS story with us. Great stuff.

By: Lewis Green

Lewis Green — Thu, 25 Jan 2007 14:20:22 +0000

Ted,
As an Ocean Spray customer, and one who prides himself on advertising immunity, I confess that we buy no other juices except Ocean Spray. Even when my wife suggests saving money on a competitor’s product, I insist that we buy only “the best,” Ocean Spray.
Do I have scientific evidence their juices are the best? No. But their marketing programs have built a relationship with me based on their credibility and my trust. In other words, because I trust Ocean Spray I am willing to spend more on their products because I am buying value, not price.