Ocean Spray came to us with a challenge... A new product - pure cranberry juice. 

Popular in the U.S., but no one in Australia knew anything about it. That meant Australians didn’t know how to use it, and market research was telling Ocean Spray that anyone who tried it was most likely drinking it straight - which is like an American spreading vegemite like it’s peanut butter - bad idea. We developed the “is there anything PURE can’t improve?” campaign to work across out of home, paid & organic socials, plus influencers & content creators. Built off the insight that you can improve (almost) any beverage by adding PURE cranberry to it (seriously, try adding a shot to Cola and thank us later), we challenged content creators to find if there was anything Pure couldn’t improve, and sat back to watch the fun and THEN used that content as imagery in our ads online and in Out Of Home.

Introducing, Is there anything 'Pure' can't improve for Ocean Spray.