Ocean Spray – Cran-Dude
Ocean Spray wanted a “funky” range of prizes for a product launch aimed at the youth market.
The Brief
Ocean Spray was launching a new range of children’s fruit
drinks across the Australian and New Zealand markets. The launch
involved a cooperative of over 900 Canadian and US fruit growers and
required extensive PR and marketing campaigns across print and electronic
media. Arid Zone was asked to provide an exciting range of branded
competition prizes that would appeal to the market of children
9-12 years. The prizes were required to tie in with its “Cran-Dude” character,
an extreme sports youth oriented symbol that reflected
the values of the product and its market.
The Execution
Using our enormous database of national and international
suppliers, Arid Zone was able to source a range of low cost prize pack
fillers through to high-end premiums that accurately reflected the values
of the image conscious youth market. Prizes included
custom made snowboards with bindings, skate
boards, boogie boards, juggling
balls, sports bottles, caps and Frisbees™.
These cool exciting products fulfilled our client’s brief by:
- Using bright colours like hot pinks and oranges to appeal to the target market
- Strong effective brand placement for instant product recall situations
- Sourcing extreme sports and youth oriented prizes to reflect the “Cran-Dude” character
The Result
The “Cran-Dude” range was very well received by Ocean Spray. The prizes exactly represented the brand values and had strong appeal for the image conscious youth market. The client successfully launched their competition across Australia and New Zealand with outstanding results.
- Strong and clever branding to establish the product
- Custom-look products that had high appeal and motivated the market to enter the competition
- Accurate representation of the “ethos” of the “Cran-Dude” character
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