CHRISTY PRUST
CHRISTY PRUST
Ocean Spray® challenged us to craft a fully integrated marketing and retail campaign for its next operating year. We were tasked with driving brand relevance with a primary question in mind: Does the cooperative business model mean anything to the 24- to 34-year-old millennial? The answer? A resounding yes. Through our research, we found that our target’s values powerfully align with what a co-op stands for. However, we also found that an overwhelming majority of them don’t know that Ocean Spray is a co-op. In fact, they don’t even understand what a co-op is.
This campaign was done with a team of twenty other University of Missouri Journalism students as part of the National Student Advertising Competition NSAC in conjunction with the American Advertising Federation AAF. The competition was judged by a panel of advertising and Ocean Spray executives.
Mizzou Team 202 Placed 3rd at Nationals.
Client: Ocean Spray | National Student Advertising Competition (NSAC)
Role: Graphic Designer
Contributions: Tactical Concepts, Graphic Elements,
POP Display Design, Budget/Timeline Breakdown
VIEW FULL 20 PAGE PLAN BOOK HERE
Ocean Spray liked our “Cranspiracy” idea enough to make a series of on-air commercials. (See below)
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