Strategist & Presenter
Six students represented the University of Kansas in its first run at the National Student Advertising Competition.
Develop a marketing campaign that drives Ocean Spray brand relevancy (across both food and beverages) for 24- to 34-year olds through salience, differentiation and meaningfulness. Ownability was the number one judging criteria.
24- to 34-year-olds want to take on life’s risks, but are tethered to reality as they tackle a turbulent, transitional life stage between youth and adulthood. A conflict exists in that they haven't let go of their adventurous desires to try something new, but simultaneously know their limits.
Drive relevancy by tying life's nuanced complexity to the agreeably sharp experience of Ocean Spray's main differentiating asset—tartness. Communicate that Ocean Spray's unique taste can fulfill millennials' desires for both risk and practicality.
Life is Tart: Savor the Experience with Ocean Spray
Account: Hannah Ritland
Strategy: Anthony George & Natalie Craig
Creative: Riley Messina, Tori Rubinstein & Ryan Kuchinskas
Media: David O'Hara