Ocean Spray Cranberries, Inc., the agricultural cooperative founded in 1930, has named Monisha Dabek as its new chief commercial officer.
As CCO, Dabek will be responsible for multiple aspects of Ocean Spray’s U.S. business, including marketing, sales, innovation, consumer insights and public relations. Prior to joining Ocean Spray, Dabek worked at the packaged-food companies PepsiCo, WhiteWave Foods and, most recently, Danone, where she oversaw innovation and business strategy.
Dabek is replacing a role once held by Brian Schiegg, who left the company last fall and now serves as president of Schwan’s Consumer Brands, the maker of Red Baron and Tony’s frozen pizza.
Tik Tok succes
Ocean Spray received much attention last year following a viral TikTok moment featuring a skateboarder named Nathan Apodaca drinking a jug of Ocean Spray Cran-Raspberry straight from the bottle while listening to Fleetwood Mac’s 'Dreams'.
Although new to the job, Dabek said she doesn’t think she’ll ever get tired of talking about the video because of how well Ocean Spray handled it. “It’s lighthearted, but it was culturally relevant and a moment in conversation that Ocean Spray could absolutely play in—and did,” Dabek told adweek.com..
Dabek also plans to continue Ocean Spray’s work on product innovation to meet changes in consumer preferences. Last month, the company introduced Ocean Spray Wave, a low-calorie carbonated beverage that contains caffeine. Ocean Spray is also experimenting with a CBD sparkling water brand under the title CarryOn.