Independent media consultancy Media Words and Ocean Spray Australia have launched the next phase of their partnership with a new out-of-home campaign across digital billboards, transit and rail networks, rock posters, and online platforms.
The initiative continues Ocean Spray Australia's "Drink Different" message, aiming to encourage consumers to make healthier beverage choices through content adapted from various creators and reimagined for public displays. The campaign focuses on Ocean Spray's Low Sugar Fruit Drink and PURE 100% Unsweetened juice ranges. The Low Sugar range contains less than 2 grams of sugar per 250-millilitre serving, while PURE Unsweetened Cranberry Juice has under 2 grams of sugar per 50-millilitre serving.
Elissa Booth, General Manager ANZ at Ocean Spray, said, "Low Sugar and PURE Unsweetened 100% Juice are about everyday healthy refreshment made simple. With Media Words and The Reactor, we've built a campaign that learns, evolves, and connects – across everyday life moments that matter."
PURE Cranberry Juice, made from unsweetened 100% cranberry juice, is designed to be consumed as a small beverage shot or mixed into drinks such as sparkling water and smoothies. The Low Sugar range has been expanded with new Pineapple and Blackcurrant flavour blends, giving consumers additional low-sugar options.
The marketing approach builds on last year's campaign, which increased brand consideration by 26%. Elise Hedley Dale, Founder and Media Director at Media Words, said, "We don't often see brands take creator-led content and reimagine it for outdoor, but Ocean Spray Australia did, and it worked. It made the brand feel local, human, and part of everyday life."
Alongside the PURE campaign, "The Afternoon Pick-Up" introduces new creative work for the Low Sugar range, developed with The Reactor. The campaign highlights mid-afternoon energy dips and positions Ocean Spray's products as low-sugar options for refreshment.
"This relationship has never been about rinse and repeat," said Hedley Dale. "It's a real alliance, client, creative, and media working as one. Every campaign is built to test, learn, and evolve. This time, we've sharpened the media system around when and where people actually make choices, on the move, in the moment, and often on their phones."
According to Media Words, the campaign extends the 24-year collaboration between the two companies and continues to adapt to changing consumer behaviour while maintaining a consistent focus on health-oriented products.
Source: Campaign Brief
