Ocean Spray, a large beverage company, aims to improve brand response. Through this ad, the company is attempting to position itself as a farmers-friendly company. Additionally, Ocean Spray is reacting to the emergence of health-conscious consumers and thus distancing itself from all of the preservatives controversy that has plague the beverage industry.
The advertisement highlights that Ocean Spray Cranberry Juice has no added sugars and is 100% juice, thereby following the global trend of natural and healthy products. It also aims to straddle positions and remove correlational points-of-parity by intertwining “healthy” and “good tasting” arguments throughout the spot. This is again highlighted at the end with “Tastes good. Good for you.” Moreover, the ad attempts to gain trust by basically saying “We’re not the only ones who think our juice tastes good. We just won an award for it!”
Even though the ad gives many rational reasons for consumers to buy the product, they fail to answer why the consumer should care, why they should by their all-natural, 100% juices and not one from the countless competitors. It also does not help with creating trust if the actors in the spot claim that they are cranberry growers when they are in fact paid actors. Their acting as awkward farmers is well-played but very clearly fake. The banter at the end does however play to the dry humor that appeals to many Americans.
Given that it’s a grower-owned agricultural cooperative, the ad would have been more effective if it look a more authentic and less staged by using actual farmers. Additionally, focusing on the farmers could help answer the “why” by explaining what the cooperative stands for and believes in.