Ocean Spray seeks new adult drinkers by signing Bates UK

Ocean Spray, the cranberry juice brand famous for having the Duchess of York front its advertising in the US, has picked Bates UK to promote it as a drink with adult appeal.

Ocean Spray, the cranberry juice brand famous for having the

Duchess of York front its advertising in the US, has picked Bates UK to

promote it as a drink with adult appeal.



A pounds 3 million spend - most of it above-the-line - will support the

brand.



Bates won the assignment after a three-way pitch staged by the AAR.

Media remains with BBJ Media Services.



The agency takes over creative work on the business from TBWA GGT Simons

Palmer, whose two-year tenure came to an end when it won the pounds 3

million account for the Cadbury Schweppes soft drink, Oasis.



The agency switch comes as the UK juice market enjoys spectacular

growth, fuelled by the success of Procter & Gamble’s Sunny Delight.



John Stubbings, the Bates UK chief executive, said: ’The market has

grown by 40 per cent in the last six months but that’s mainly in the

kids’ sector. We have to create a brand proposition for Ocean Spray as

an adult drink.’



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