LAKEVILLE, MA: Ocean Spray is launching a campaign for the national rollout of its new blueberry-flavored drink, a departure from its cranberry-flavored product portfolio and positioning.
Following a six-month testing period and quiet shelf launch last December, the team, including AOR Weber Shandwick, is introducing the product to media and consumers via an “out of the blue”- themed event and partnership with JetBlue Airways.
“This is something new for us, so our whole theme is ‘out of the blue,'" said Dorree ...