The agency, a subsidiary of Mustoes, won the brief following a creative and strategic pitch against a number of undisclosed agencies. It will aim to reinvigorate the Ocean Spray brand and help it take ownership of the market in the face of the increasing number of cranberry juice drink brands on the market.
Last year, Ocean Spray handed its account to Publicis, which put it into Public Focus, its newly formed health-and-fashion specialist. Public Focus was headed by Miriam Jordan-Keane and the Ocean Spray review was thought to be a result of her departure. She left the agency in May to fill the role of chief brand officer at Weight Watchers.
Ocean Spray has more than 70 per cent share in the world's cranberry drink market and last year saw sales growth of 6.5 per cent.
However, it faces competition from industry giants, such as Coca-Cola, that are trying to increase their share of non-carbonated drinks.
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