Ocean Spray Gets The Party Started In Just 15 Seconds

Ocean Spray’s new “Power Your Holidays” campaign aims to show that its canned cranberry sauce isn’t just a side dish, but a true party starter. A silent Thanksgiving dinner turns into a wiggly dance party as soon as the cranberry sauce arrives at the table. Soon, the somber-faced family members are shaking erratically in an ad that you can’t help but giggle at given the quirky absurdity. As noted by Adweek, this is part of Ocean Spray’s effort “to connect with the TikTok generation and extend its multigenerational appeal.”

A few more insights via iSpot's Ace Metrix:

• The :15 second ad was rated by survey respondents as more memorable than the minute-long version
• The shorter creative is driving much better brand awareness than the longer form, at 73% unaided recall vs. 45% for the :60.
• The :15 successfully resonated with younger viewers aged 21-49, suggesting the campaign is achieving its objective at reaching a youthful demographic.
• Viewer comments reflect a surprisingly funny creative that also reflected the true nature of the product in a positive way. Many appreciated how the ad embraced the glory of the product in its natural, wiggly state straight from the can.
• Due to the higher resonance and much stronger engagement across age (as seen in Ace’s second by second trace results), the :15 "Power Your Holidays" also drove better intent, with 53% reporting positive consideration.