Ocean Spray delivers an empowering message in its latest commercial, titled “Don’t Clown,” highlighting that, “If we cran make a juice drink with only 1 gram of sugar, then you cran do anything”.
The spot, part of the brand’s “All That Power” campaign, developed by Orchard Creative, features a mother who, while walking through a mall with her daughter, encounters a clown. She fears clowns but after taking a sip from the bottle of Diet Cranberry Juice Cocktail she’s holding, she is overtaken by overwhelming newfound confidence (“cranfidence” as the brand calls it) and faces her fear. However, this doesn’t end up well for the clown, who gets hit in the face by the woman and falls to the ground.
The commercial ends with the “YES YOU CRAN” tagline.
The other spot in the campaign, also directed by the award-winning Jeff Low, is for the new Immunity Orange Mango and Revitalize Cranberry Pineapple juice drinks.
“Our new Better For You creative launches at a time when New Years’ resolutions can bring a lot of self-doubt, and we hope to give consumers confidence to believe in themselves. We want to drive home that they can enjoy delicious taste and flavor while also limiting sugar and calories,” said Trinh Le, Ocean Spray VP, Next Gen Beverages, mentioning that they are “also dedicated to product innovations that meet the needs and desires of consumers who are seeking more out of their juice drinks.”
