Our Challenge

scratch pad competes in the National Student Advertising Competition (NSAC) every year and each year we get to create an advertising campaign for a a special client. Our client was OceanSpray who presented the challenge of increasing brand equity by 7% among the millennial audience and grow household penetration by 0.5% points among millennial over the next two years.

Our Solution

Ocean Spray products have been the center of households for decades. From Grandma’s cranberry sauce at Thanksgiving to a glass of cran-apple juice before starting the day, Millennials have their own Ocean Spray story to tell. No matter the memory, these small moments in life contribute to Millennials’ centers. It all comes full circle when Millennials start incorporating their childhood habits into their adult lives. Sometimes, these habits even turn into new ones. Because a circle never ends, Ocean Spray can be found at any point.

Millennials are the generation that celebrates progression and diversity. The Life Comes Full Circle campaign will position Ocean Spray as a brand that can return as a constant in Millennials’ dynamic lives. The campaign reconnects the emotional link with the brand that was established in Millennials’ childhoods. Millennials find comfort in where they come from, and Ocean Spray is that middle ground between their past and present selves. This campaign embraces the fact that life comes full circle.