Blueberries aren’t just for pies and muffins anymore. Now, thanks to Ocean Spray, this adorable little fruit is quenching thirsts and filling bellies. Launched in February ahead of the peak juice sales season, the new line of refreshing, mouth-watering and healthy Blueberry juices includes: an all-natural Blueberry Juice Cocktail, a blended Blueberry Pomegranate Juice, a refreshing Diet Blueberry Juice, and a Diet Blueberry Pomegranate Juice. As health comes to the forefront of consumer awareness, the all natural, antioxidant-rich, soda alternative is an enticing option.
The larger-than-life launch of the new blueberry juice line included a partnership with JetBlue and a four story, 24,000 lb inflatable Blueberry Cocktail bottle that was rolled onto the John F. Kennedy International runway June 15th.
As part of the promotion, giant blueberries were littered across the airport, and even the airplanes were dressed to impress with a new blueberry design. Ocean Spray Blueberry Cocktail juices were also added to the airlines’ complimentary snacks and drinks menu. The co-promotion with Jet Blue featured the “Out of the Blue Getaway” Sweepstakes staged in New York’s Greeley Square Park that was marketed through the company’s new Twitter handle. Juice lovers had an opportunity to win one of 250 prizes, including round trip flights and gift certificates from JetBlue. Printable coupons for $1 discounts also helped spur trial.
Giant blueberries aside, an extended distribution alliance between PepsiCo and Ocean Spray allowed for increased availability of this new blueberry line (previously, the partnership only included Cranberry juices). The extended alliance makes 15.2 oz. bottles available at gas stations, clubs, mass merchandisers, food service providers, grocery, and drug stores.
“Now consumers can enjoy the refreshing taste of summer-ripened blueberries year round,” said Larry Martin, vice president of marketing for Ocean Spray. The integrated campaign to raise awareness also includes TV commercials, where local Maine farmers charm American audiences with their personal promotion of the new blueberry product (Ocean Spray is an agricultural cooperative, owned by more than 600 local cranberry growers). Ocean Spray also engaged thousands of consumers with a Facebook page that offers healthy Ocean Spray recipes.
Thanks to a clever campaign, an innovative product, and of course Jet Blue’s large wingspan, the Ocean Spray Blueberry Juice line has taken flight. The new juices added to the bottom line of category-leading Ocean Spray’s most successful year ever, with $2 billion in revenue. While this is clearly a new product launch winner, it will be interesting to see if blueberry juice will become a permanent fixture in the Ocean Spray product line.
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