Ocean Spray Powers a Holiday Party with Hypnotic Juicy Madness

Ocean Spray this week has unveiled its newest spot, 'Power Your Party'. Unlike other holiday ads, it doesn't highlight a new product in the portfolio, but instead showcases Ocean Spray's second-oldest product - the Cranberry Juice Cocktail. 

The absurd film shows an old lady 'spiking' the punch bowl at a drab holiday party, sending the juice-drinking attendees into a spin - quite literally. With everyone frantically rotating in an uncontrollable manner, the lady looks on and smirks, sipping smugly on her own cranberry drink. The film concludes abruptly as a child wanders in and witnesses the party's unfolding mayhem - cutting quickly to a festive shot of the Cranberry Juice Cocktail and the 'Power Your Party' tagline. The ad is a follow-up to 2022's Cannes Lion award-winning 'Power Your Holiday' ad, affectionately referred to as 'Jiggle'.

Co-created by the same minds as last year’s campaign – Brooklyn-based creative agency Orchard and Biscuit director Jeff Low – the new spot emphasises in a similar manner how even just one drop of Ocean Spray's Cranberry Juice Cocktail can turn a boring party into an absolute barn burner.  The ad will have 15s and 30s versions and will be amplified through a mix of online video and display banners as well as linear and streaming TV.

Both this film and 'Jiggle' follow Ocean Spray’s new creative approach – spotlighting how the cranberry turns bland into fun and exciting. This is great contrast between the new campaigns and the company's previous 'two guys and a bog' campaigns, and aims to build brand affinity with younger consumers.