Ocean Spray Set to ‘Sparkle’ in Social Media

In honor of the season, Ocean Spray is running a “Make Your Spring Sparkle” campaign through the end of May that will enable fans to take part in series of contests, giveaways and promotions on Facebook.com/OceanSpray.

To get things going, Ocean Spray will premiere its new Sparkling Juice Drinks TV commercial online by inviting page visitors to “unlock” the spot. Ten thousand fans will have to “share” in Ocean Spray’s online “Spring Celebration” on Facebook and Twitter to view the new ad. This is the first time the co-op will debut a commercial online featuring the bog-grower characters familiar to television viewers.

“The initial response to our Sparkling Juice Drinks has been extremely positive, so we wanted to continue to give consumers something to look forward to,” explained Ken Romanzi, COO at Lakeville-Middleboro, Mass.-based Ocean Spray, an agricultural cooperative owned by more than 700 cranberry growers in Massachusetts, Wisconsin, New Jersey, Oregon, Washington, British Columbia, and other parts of Canada, as well as more than 50 Florida grapefruit growers. “Consumers have been asking us to develop a sparkling cranberry juice for some time, and with the great response we received with our initial Facebook sampling promotion (110,000 samples were given away in nine days), we’ll continue rewarding our fans in new and exciting ways.”

Over the course of the promotion, fans can win such prizes as Sparkling Juice Drinks, gift cards and a trip to New York City. Additionally, Ocean Spray will periodically surprise fans with a pop-up tab on Facebook inviting them to share a can of the latest Sparkling Juice Drink with their nearest and dearest via the co-op’s “Send a Sample to a Friend” program.

“Make Your Spring Sparkle” is an extension of Ocean Spray’s recent Facebook initiative in which it gave away 110,000 Sparkling Juice samples to fans, who will receive their samples this month.