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Ocean Spray Cranberries, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in Lakeville-Middleboro, MA, Ocean Spray Cranberries, Inc. is an agricultural cooperative owned by cranberry and grapefruit growers in Massachusetts, Wisconsin, New Jersey, Oregon, Florida, Washington, British Columbia, and other parts of Canada. The company is North America's leading producer of canned and bottled juices and juice drinks and operates in three business units: Foods, Cranberry and Grapefruit.

Main Telephone (508) 946-1000
Main Fax (508) 946-8563
Primary Address
One Ocean Spray Drive
Lakeville-Middleboro, MA 02349
USA

Ocean Spray Cranberries, Inc. Contacts

Contacts (5/41)
Name Title State
Stu G. Senior Vice President & Chief Operations Officer MA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (508) 946-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Ocean Spray Drive
Lakeville-Middleboro, MA
02349
USA

Randy P. President & Chief Executive Officer MA
Paul S. Senior Vice President & Global Chief Marketing Officer MA
Richard L. Senior Vice President & Chief Financial Officer MA
Larry M. Senior Vice President - North America MA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Ocean Spray Wave ****
Ocean Spray Craisins ****
Growers Reserve *
Ocean Spray ********
Ocean Spray Cran-Energy ****

Agency Relationships


Brand Agency Service From To
***** ***** ***** ********* public relations 2005 present
***** ***** ****** ********* Creative, Digital 1996 present
***** ***** ******** ****** ********* Creative, Digital unknown present
***** ***** ******** *************** Media Buying, Media Planning unknown present
***** ***** ****-****** *************** Media Buying, Media Planning unknown present

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Ocean Spray rejects buyout, focuses on marketing juice, Craisins


After rejecting a buyout offer from PepsiCo, the cranberry cooperative Business Week.
 
Randy Papadellis took the help of the giant cranberry cooperative – officially the company is owned by 800 cranberry and grapefruit farmers – in 2003. He recommended the farmers reject Pepsi’s overture and instead focus on the juice market and innovative products designs.
 
Craisin sales are booming – not bad for a byproduct. The food is created by infusing juice into the previously discarded cranberry husks. The company now sells $1.1 billion of Craisins and Craisin-related snacks. News of the health benefits of cranberries – a fact touted in some TV ads – is helping sales. The success of Craisins recently prompted the company to expand production of the snack by four times.
 
Lakeville-Middleboro, Mass.-based Ocean Spray is dealing with a blowback from the obesity-related heath concerns. Cranberries contain very little sugar naturally and must be infused with the sweet stuff to make them palatable, making some parents weary of giving their kids too much juice. To market to dieters, the company introduced a couple of 7 percent drinks, Diet Cranberry Spray and Diet Orange Citrus Spray, in March. The company reports brisk sales of the new low-cal drinks.
 
The CEO knows that the co-op must reach new cranberry consumers. "We have to introduce the cranberry to a whole new generation of consumers," Papadellis told Business Week. The company has found some success with their latest campaign featuring a couple of cranberry farmers standing knee-deep in cranberries. It’s oddly reminiscent of the Bartles & James wine cooler ads from the 80s.
 
According to The List database, Boston-based Arnold Worldwide has worked with Ocean Spray since 1996. Boston-based Connelly Partners has also worked with the co-op since 2004, according to The List.
 
We’d recommend establishing contact with Ocean Spray. The CEO has a clear vision of growth and understands the importance of marketing. Agencies with CPG experience should put Ocean Spray on their radar. Some cross-marketing opportunities have to exist to target the healthy oriented audiences, in particular: Moms.

Ocean Spray Cranberries, Inc.
One Ocean Spray Drive
Lakeville-Middleboro, MA 02349
(508) 946-1000
 
Mr. Larry Martin
Vice President of Sales
(508) 946-7417
 
Mr. Paul Stajduhar – Director of Marketing
(508) 946-7221