advertiser-in-arabia portfolio (Volvo)

Ramadam offer campaign

Brand Awareness concept "safety from day one”

New Model launch event

Direct Marketing, Press. In-showroom & Eid greeting card

"5" promotion, Press ad

 

Vertical press ad's 2007

Pomegreat – Pomebloodybrilliant

This is the story of how Feather Brooksbank helped Pomegreat become Pomebloodybrilliant.

1. THE POM STORY SO FAR...

We pick the Pomegreat story up at a time of massive change for the brand. Since its launch in 2004, Pomegreat has grown from a niche product to one which has gained full distribution in all five major grocery multiples. A hugely successful PR campaign implemented since launch got people talking Pomegreat ... especially in connection with the health benefits the juice brings.

Whilst PR established the brand's identity and got people's attention, an above the line media campaign was needed to convert the PR noise into actual sales. The media campaign began as the PR offensive finished, enabling us build on its success whilst isolating the media activity in direct relation to volume sales.

Feather Brooksbank were appointed by Chartered Brands in January 2006 with the specific brief to raise awareness and trial of Pomegreat. Chartered Brands wanted to raise brand awareness from 16% to 30% by the end of the year, and to increase trial by 50% from a level of 6% at the start of the year.

Pomegreat's existing customer base tended to be 45+ ABC1 with a female bias, and the main reason for purchase being for heart health. We were tasked with expanding this audience through identifying areas of highest growth potential, and emphasising additional reasons for purchase such as more general health benefits, taste and refreshment.

This is what we did...

2. SEEDING SUCCESS

Living the Brand...

We started our work on Pomegreat at a time of great potential for what is quite an unusual brand. The PR campaign implemented throughout 2004–05 had established the health credentials of the product, but the brand itself suffered from a lack of overall brand awareness and brand equity, despite distribution in all five of the UK's main supermarkets.

Most importantly Pomegreat had no direct competition as the UK's main pomegranate juice, allowing us to create a unique position through media placement.

We therefore started by asking some basic questions....

• Where does it sit on the shelf?

• What do people think of the packaging?

• Is it tasty?

• Would you buy it?

In addition to interviewing consumers across the five main supermarkets to gauge initial reactions, we conducted an Aegis wide questionnaire to gain further insight. Our findings proved invaluable to the media thinking behind the campaign.

“would drink instead of cranberry – maybe at breakfast or with vodka”

Females, 30s

“can you eat pomegranates?”

Male, 20s

“really nice – feels quite healthy – sweet”

Female, 30s

“I noticed that Sainsbury's are selling pomegranate already deseeded so its all ready for you. Also noticed that loads of the home/food mags are using it, must be trendy just now!”

Female 40s

From our initial work, we found out that:

• Pomegranates suffer from a poor initial perception, often through lack of knowledge about the fruit.

• There was general confusion about how juice can be made from a fruit that is “all pips”.

• The vast majority (90%) of people who tried Pomegranate juice said they liked it (70%) or thought it was ok (20%) (source: FB Research, sample size: 212).

3. POM'S PEOPLE

Who's Drinking Pomegreat? Who should be Drinking Pomegreat? How can we get them to Drink More?

Using TGI (Target Group Index), we segmented all drinkers of fruit/vegetable juice into like minded groups, based on their attitudes to food & drink, shopping and health.

Eight segments were identified, representing different sizes of the overall fruit/vegetable juice drinking market.

8 Audiences

These eight segments were then profiled against TGI Lifestyle data to paint a more in depth picture of their purchasing habits and attitudes.

Taking into account these lifestyle habits and looking at the percentage of the fruit drinking market each group represented, we concentrated on two segments – Detox/Retox and Back to Nature, together representing 24% of the market.

These two audiences were chosen specifically to enable us to achieve our objective of raising awareness, converting to trial and broadening the appeal of the product.

Our Back to Nature segment – older and upmarket – represented Pomegreat's existing audience. Our job here was to maintain this audience and encourage them to purchase more.

Back to Nature

Detox/Retox was the biggest segment in terms of size, offering the greatest potential for product growth. It also gave us the biggest scope for widening the appeal of the product beyond its health benefits, and presenting Pomegreat as a lifestyle commodity. This audience – a younger but still affluent audience – would allow us to be bold, brave and original in presenting a juice drink in environments where they least expected it.

Detox/Retox

4. (POME)GREAT THINKING

“Liquid Lifestyle”...a Refreshing Strategy

Our strategic thinking was based upon a need to build on the positive PR generated through the association with health benefits, but expanding that to reflect the product's unique attributes: – that pomegranates are the Super Fruit, and a unique sensory experience, and that Pomegreat is a highly visual product with a unique colour.

Knowing that 90% of people who tried Pomegreat liked it, we could afford to be bold and beautiful amongst the juice category. Appreciating that our new target audience (Detox/Retox) are constantly seeking new, stylish experiences in their daily lives, we ignored the traditional juice category media strategies to create a unique positioning for Pomegreat ... Liquid Lifestyle.

We therefore looked at ways in which Pomegreat could be seen as a lifestyle product for the Detox/Retox segment, whilst maintaining and engaging the Back to Nature audience through innovative and unusual media placement. This meant specific media positioning to connect the brand with fashion, beauty and interiors appealing to the Detox/Retox audience, and an association with food, travel and the arts for the older Back to Nature segment.

Across both audiences, we were consistent in our choice of bold, high impact media to bring the product to life, and create the sense that Pomegreat is more than just a health drink – it's a unique taste and lifestyle sensation.

Our media thinking helped inform the creative executions, which followed the strategy of being big, bold, and utilising Pomegreat's striking colour to create a visually impactful experience.

5. PULPED

The Media Campaign...

Our bespoke research tool CCS (Consumer Connection Study) enabled us to look at our target audience's affinity with specific media channels.¹

Media Relationship Map: Detox/Retox

For our Detox/Retox segment, magazines, quality press and outdoor and cinema all proved to be real communicators i.e., media with which they were both heavily exposed to and most likely to notice.

Media Relationship Map: Back to Nature

For our Back to Nature audience, quality press, magazines, direct mail and online were particularly high-affinity media.

A multimedia approach was adopted to encompass the three key media targeting the two audiences, with online catering for the Back to Nature audience, and outdoor predominantly for Detox/Retox. Underpinning both audiences was a mixture of quality press and magazines, allowing us to directly position the brand in connection with different lifestyle pursuits.

Brand positioning

PRESS

Our press strategy deliberately connected the Pomegreat brand with a variety of lifestyle and leisure pursuits relevant to both target audiences, and with the particular press title.

In each case, the aim was to position Pomegreat in surprising, lifestyle environments designed to stimulate a reaction.

Guardian Weekend Magazine (Interiors)

ES Magazine (Fashion)

ES Magazine (Beauty)

Waitrose Food Illustrated (Weekend Breaks)

OUTDOOR

The outdoor element of the campaign aimed at Detox/Retox elevated the brand above competing advertisers through the bespoke selection of premier backlit sheetage in London. The locations were specifically chosen to target stylish London urbanites – panels were selected in areas such as Shoreditch, Camden, Islington, Clapham and Battersea. The bold nature of the format ideally complimented the “liquid lifestyle” proposition.

Camden Rd, Camden

Holloway Rd, Islington

Liverpool St, East London

ONLINE

The online element of the campaign targeted the Back to Nature audience through sponsorship of Saga Magazine's Online Health section, through a banner ad and an advertorial – both of which clicked through to the main Pomegreat website. 60,000 page impressions were bought at the start of the campaign across the two formats. The success of the campaign in generating 500,700 page impressions delivered an additional £55K of media value for the client.

Saga Online Advertorial

6. PIP, PIP

Success and the Future...

The campaign greatly exceeded expectations in terms of the awareness it generated, and the trial it encouraged.

• Overall prompted awareness amongst all adults grew from a pre campaign base of 12.6% (Jan 06) to 23.8% (November 06) – a 47% rise.

• Amongst our two target audiences, results were similarly impressive – a post campaign increase in brand awareness from 19% to 25% amongst the Detox/Retox segment – a 31% rise.

• For the Back to Nature audience, awareness rose from 12% to

• 23% – representing a 92% increase.

• Most importantly, we know this rise in awareness translated into actual sales, as trial amongst all adults rose from 6.2% to 9.5% – a 52% rise.

• This enabled Pomegreat to be the only branded juice to add significant value in the Ambient Juice sector year on year – Pomegreat's 325% year on year value increase was offset by significant declines for both Ocean Spray and Del Monte.

• Adam Pritchard, MD of RJA Foods was delighted with the results ... “we know the timing was right for a product of this nature to really make an impact into people's lives. The media

• campaign perfectly built on the positive PR by expanding

• our target audience using an imaginative and unique strategy

• which set us apart from our immediate competitors.”

The success of the media campaign and the growth of the Pomegreat brand has enabled further investment in both product development and subsequently, in its marketing, ensuring 2007 will be ripe for further Pomebrilliance ...

ENDNOTES

1. Consumer Connection Study (CCS) is a large quantitative research survey of 10,000 respondents available to all Aegis media groups, tracking media consumption habits through fieldwork questionnaires

Ocean Spray – Straight from the Bog

Category: Renaissance

Client: Ocean Spray Cranberries Inc.

Primary Agency: Arnold

Media Agency: Zenith

Contributing Agency: Weber Shandwick

STRATEGIC CHALLENGE

'Drink your juice' - it's a line we all heard from our parents while growing up. Back in the day, juice was a way to get essential vitamins and nutrients into our bodies. It was a trusted part of the American diet, and due to its unique and refreshing taste, Ocean Spray Cranberry Juice Cocktail was a top pick.

Then the world changed. By the turn of the century, America was becoming fat, and low carb diets were all the rage. Juice was stricken from many people's diets, especially those of children, who drink almost ® of all juice in the United States. Experts decried high-carb juice as for a cause of the obesity epidemic. The American Academy of Pediatrics stated that “drinking too much juice can contribute to obesity, the development of cavities as well as a myriad of other problems.” And the U.S.D.A. National Nutrient Database alerted consumers that a one-cup serving of apple juice had over 27 grams of sugar, equaling the sugar content of a regular-sized Snickers bar.

Such publicity was not good for the juice industry, and it was not good for Ocean Spray. According to Information Resources, Inc (IRI), 6 in 10 adults in 2005 were avoiding drinking fruit juice in the interest of good health. Juice category sales were down 20% between 2000 and 2005. Ocean Spray's sales over the same period were down over 22%. Additionally, the brand's household penetration dropped over 13 points over a 10 year period to an all time low of 30.7 (Source: Ocean Spray Proprietary Information).

As consumers shied away from sugar and watched their calorie intake more closely, the entire beverage industry was moved to react. Giants such as Pepsi and Coca-Cola put marketing dollars behind diet drinks while also pouring millions into the development of new, 'healthier' products. Underdogs like Naked and Pom used claims about powerful antioxidants to overcome the amount of natural sugar and calories in their beverages. Bottled waters, vitamin drinks, energy elixirs, sodas with minerals, drinks made with 'super' foods - all were flooding the market at an alarming pace.

With the influx of healthy beverages and beverage marketing's new focus on health benefits, Ocean Spray needed to follow suit. The company needed to break down barriers with consumers so as to get them to reconsider juice. Consumers needed a more balanced, realistic understanding of Cranberry juice's benefits to provide them with a reason to purchase it. Although a trusted brand for over 75 years, Ocean Spray needed to prove that they could be part of a healthy diet in light of new scientific knowledge about the benefits of the Cranberry.

Interestingly, Ocean Spray had never spoken about the health component of their juice. They hadn't had to: Consumers wanted to hear about great taste and refreshment in their beverages, not the health benefits. To be frank, the health benefit that people associated with cranberry juice - its role in the prevention of urinary tract infections - was not exactly mainstream marketing material. In light of the changing consumer landscape it was important to figure out how to leverage the inherent health benefits of the cranberry. We made it our mission to figure out what that health story was and to communicate it in a way that was a) relevant to consumers and b) true to the 75 year-old Ocean Spray co-op.

OBJECTIVES

Our specific objectives were as follows:

Objective 1: Increase Base Volume. Ocean Spray's sales volume had been down for years, but had seen a significant increase with the launch of the “Straight From the Bog” Campaign in 2005. We wanted to continue the growth by 5% over the previous year.

Objective 2: Increase Share of Market. Ocean Spray has always been a leader in the shelf-stable juice category, which includes everything from Motts and Welch's to Hi-C and Capri-Sun. In recent years, Capri Sun had passed Ocean Spray. Although we regained the lead last September, we wanted to increase it.

Objective 3: Increase web traffic & Cranberry Club membership. Web traffic had remained flat for years. The goal was to increase it by at least 10% during the critical October/November time frame. More importantly, we needed to grow a loyal fan base of cran fans. We set forth a goal of doubling the Cranberry Club Membership.

Objective 4: Get our marketing noticed with consumers, the press, and selfishly, the industry: Ocean Spray advertising had flown under the radar for years. As declines in household penetration revealed, the advertising was clearly not helping Ocean Spray stay relevant. We needed to rectify this by ensuring we over-delivered on our media plan, exceeded the goal of 900MM PR impressions, and started to gain some industry recognition.

Objective 5: Increase and stabilize brand measures: Ocean Spray had begun to see a decrease in key brand equity measures including 'good for you' measures as well as 'trust' and 'quality' measures. We wanted the research to turn these declines around with our 'Tastes Good' and 'Good for you' messaging (Source: Millward Brown).

THE BIG IDEA

Re-introduce the cranberry, and its inherent powerful health benefits, to America.

Although reams of research showed that people loved the taste of Ocean Spray, consumers weren't buying it anymore. Luckily, we had a secret weapon to help us out: The Cranberry.

Cranberries have phyto-chemicals called pro-anthocyanidins - PACs for short. PAC's are a very special type of anti-oxidant that literally glom onto the bacteria in various parts of your body and flush them out. PACs along with the vitamin C in cranberries helps strengthen the immune system.

By 2005, consumers had become aware of both antioxidants and phytonutrients. Our main target, boomer women, was looking for information about nutrition even as they were becoming more knowledgeable. Ocean Spray had never mentioned cranberry's antioxidant content, as they had never needed to. However all the other beverages were jumping on the antioxidant band wagon. Even Capri-Sun, a beverage with less then 10% juice, was claiming antioxidant power. Ocean Spray didn't need to reformulate, didn't need to innovate or add anything to their beverages. We just needed to figure out what we wanted to say about them.

So antioxidants it was. Significantly, we chose to go with the action mechanism of our antioxidants rather then just stating we had them. By focusing on how the antioxidants work, we could tell a story about cranberries in a way that was consumer friendly, educational, but never excessively scientific. After multiple rounds of scientific and consumer research, we landed on a motivating health claim that Ocean Spray could own. “Powerful nutrients that cleanse and purify your body and help strengthen your immune system” became our mantra and our health claim for all communications. With this message in hand, we could remind consumers that cranberries are, after all, healthy fruit, and that the benefits of a glass of cranberry juice far outweigh concerns about carbs and calories. It was time for us to re-introduce the cranberry, and its health benefits, to America.

BRINGING THE IDEA TO LIFE

To make the proper re-introduction, we needed to tell the cranberry's story, so we went straight to the bog. The Ocean Spray brand was born in the bogs and still lives there. Also, with a natural beauty comprised of vibrant red berries, stunning green pines, and a crystal clear blue sky, the bog telegraphs the natural, healthy origins of the juice.

To help us tell the rest of the story, we developed Justin & Henry, two amusing characters who've spent a few too many hours in the bog together. They are the embodiment of the actual co-op growers who toil in the bogs every day to ensure that consumers get only the best fruit possible. In their own expert way, Justin and Henry told the story of the cranberry and its powerful health benefits through print, targeted thematics in circulars, as well as national television.

By articulating our message across all mediums, we hoped to spark quick increases in sales and consumer interaction with the brand. We needed to; the brand had experienced multiple years of declining sales and was feeling the pressure. Ocean Spray isn't just a company; it's a co-op that supports thousands of families. Growers who had relied on the co-op for years were questioning the benefit of remaining members. Ocean Spray had to turn it around - and fast!

On top of the print and breakthrough TV (we'll get to that in the results section), we wanted to bring the beauty of the cranberry bog straight to consumers. In November 2006, we took over Rockefeller Center in NYC, Pioneer Court in Chicago, and Hollywood & Highland Center in Los Angeles. We not only built bogs but created an interactive branded experience that connected with consumers in these three key markets. The bogs we built were massive fields of cranberries tended to by real growers who educated consumers on the health benefits, the versatility, and the heritage of the cranberries. Surrounding the bogs, we had farm stands for product sampling, cooking demonstration areas, as well as opportunities to speak with the growers as well as our TV characters Justin & Henry.

At the bogs, consumers were offered the unique experience of learning about the harvest, the growers' heritage, and the cranberry's unique health benefits from Ocean Spray's very own growers. Did you know, for instance, that it was Native Americans who first took advantage of cranberries? They mixed deer meat and mashed cranberries to make pemmicana-a survival food. They also believed in cranberries' medicinal value long before science discovered it. Medicine men used cranberries in poultices to draw poison from arrow wounds. Sailors used them to prevent scurvy, as they're a great source of vitamin C.

Celebrity chefs and healthcare professionals joined in the events to amplify the cranberry message. Likewise, “Bog Squad” sampling teams distributed over 150,000 samples of juice and Craisins, sweetened dried cranberries that pack the same great health benefits into a tasty treat. Photos were taken bog-side, and drive to web coupon redemption and collateral with recipes and coupons was provided to drive usage occasion and sales. To ensure consumers knew about the bog events, we surrounded these three markets with transit and phone kiosk advertising as well as radio remotes.

All of these efforts were supported by an aggressive public relations campaign that showed up in magazines from Health to Cooking Light to promote the health benefits and unique anti-oxidants as well as the berry's versatility. We secured placement on Iron Chef and Martha Stewart and even got Al Roker in the bog. The combination of these elements created a successful integrated effort to get consumers to 'rediscover the cranberry'.

Communications Touch Points

Additional Marketing Components: Couponing

Reach: Local, national

Total Media Expenditure: $20–40 million

RESULTS

Objective 1: Increase Base Volume by 5% year over year: Our huge 4 week bog effort saw base volume increase by 6.4% over the previous year. We sustained this momentum over the entire year, defying category declines. Base volume has increased 11.6% verses a year ago, while overall category volume has decreased5.6% during the same time frame (Source: IRI).

Objective 2: Increase Share of Market: We saw a 1.7 point market share increase during the four week Bog Tour vs. a year ago. Over the entire year, Ocean Spray remains at 9.0% volume share and has +1.0 pts more than the second leading brand Capri Sun (8.0%). Within a category that includes everything from Motts and Welch's to Capri Sun and Hi-C, enjoying a 9% share is a major feat (Source: IRI).

Objective 3: Increase web traffic by 10% & Double Cranberry Club Membership: During the bog tour, web visits increased 12% vs. Nov. 05. Cranberry Club membership increased by 314%, far exceeding our initial goal of doubling membership (Source: Ocean Spray).

Objective 4: Get our marketing noticed with consumers, the press, and selfishly, the industry: Consumers: Our Fall TV Media Plan Reached 84% of women 35 – 54 with over 268,679,000 impressions, an impressive over delivery in comparison to other equivalent media buys (Source: IMS Data based on actualized Media GRPs).

Press: The great PR efforts garnered over 1.3 billion media impressions within two months through the fall bog tour events far exceeding our goal of 900 million media impressions (Source: PR impressions from Cision Data & Nielson Net Ratings).

Industry: From an industry standpoint Our Ninja & Alone spots both made AdWeek Top 10 recalled spots. We also received multiple industry awards this year including Marketer of the year – Hatch Awards, the Gold David Ogilvy ARF Award in Beverage, as well as a Reggie for Best 2007 Local Promotion for the Bog Tour (Sources: Adweek, Boston, AdClub, Ogilvy ARF Award Committee, PMA Reggie Award Committee).

Objective 5: Increase and stabilize brand measures: The Winter and Spring media support behind the 'Straight From The Bog' campaign helped to stabilize and increase some of the measures that began to decline. The SFTB commercials have had a very strong branded impact by very efficiently converting media spend into advertising awareness for the brand. There has been improvement in imagery with the recent advertising. Both functional attributes such as 'Are good for you' and 'Offers a good variety' and equity images of 'Trust' and 'Quality' are increasing back with the recent spend after decreasing at the end of 2006.The impression that Ocean Spray CJC helps to cleanse and purify your body significantly increased due to 'Alone' (Source: Millward Brown).

Anything Else Going on that might have Helped Drive Results?

N/A