Cranberry juice is a product everyone knows well and doesn’t think much about. We needed to dust off this product and introduce it to new and younger consumers, whom studies have suggested are immune to the approaches of traditional holiday advertising (wholesome “joy”) and food/cpg advertising (making it look “delicious”). We told a story of how the juice’s bold color and unusual power can transform even the most boring event. That is, as long as you’re brave enough to spike the punch.

The film dramatized all the worst, anxiety-provoking parts of any social gathering. Then, a hero emerges. One who knows there’s only one way to get this party started: spiking the punch with cranberry juice. With one subtle move, she puts everyone under the influence of the cranberry’s party power. Instead of offering our audience a typical glitter-bombed version of Holiday Party Magic, we gave them something far more powerful: a spot unafraid to find humor in the bleak realities of holiday gatherings. Our film helped position the brand as a catalyst to power your party.

We launched this film across OLV, streaming and social to first get in front of our audience, and then amplified the idea of party punch using influencers who made their own versions of cranberry-spiked cocktails. Instead of offering our audience a typical glitter-bombed version of Holiday Party Magic, we gave them something far more powerful: a collective cranberry catharsis. Our film helped differentiate Ocean Spray against other holiday ads at the time, and positioned the brand as a catalyst to power your party.