Ocean Spray, Le combo qui fait craquer

Ocean Spray is known for cranberry juice. Its dried and coated cranberries compete in a different aisle, against chocolate and yogurt snacks that shout louder. The packs had to read as a treat first, while staying unmistakably Ocean Spray.

A warm cream pouch that stands out from the usual dark snack bags, the wave logo kept intact, and the coating named in big, simple type. The product is shown generously in a bowl so the texture does the selling, and the resealable top is stated upfront.

A five-slide carousel written as a conversation: "Wait… are these cranberries really coated in yogurt?", "Crunchy? Melting? Both.", "The snack you keep for yourself". Each slide asks a question the product answers.

Two 10-second spots, one per pouch: real hands, a real kitchen, the pouch opened and the product poured. Short enough for TV, pre-roll and social.