Marketing gone sour

As Fall settles in over New York, our thoughts are turning to harvests, Thanksgiving and all the wonderful tastes of the season -- and Ocean Spray is getting all it can out of the cranberry's best time of year.

The juice maker, which, for the last few years has been running a successful TV campaign set in a cranberry bog, has brought the bog to New York for some face-time with consumers. Earlier this week, Ocean Spray unveiled "The Big Apple Bog" -- its traveling cranberry marsh -- at New York's Rockefeller Center. Staffed by actual cranberry farmers and surrounded by cranberry farming equipment, the bog is designed to educate consumers and celebrate the berry harvest season. Of course, it's also getting the Ocean Spray brand a lot of free press.

Bog visitors will receive free samples of Ocean Spray products, recipe brochures, and may even sneak a peek at the actors who play the hapless cranberry farmers on the commercials; they'll be making special appearances at each stop.

The bog moves next to LA's Kodak theater, followed by a stop in Boston.

Today is the bog's last day at Rockefeller Center, so if you're in the area, bring your hip-high rubber boots and check it out.
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Direct Line Blog

Sign up to our newsletters

Company of the Week

SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.

Featured Listings



SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...