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.’
