'Milk'
Direct Mail
Social Response 1
Social Response 2
Street Posters
Transport
OHH
Description
Ocean Spray came to us with a challenge...
A new product - 100% Pure Cranberry.
Popular in the U.S., but no one in Australia knew anything about it. That meant Australians didn’t know how to use it, and market research was telling Ocean Spray that anyone who tried it was most likely drinking it straight - which is like an American spreading vegemite like it’s peanut butter - bad idea.
We developed the “is there anything PURE can’t improve?” campaign to work across out of home, paid & organic socials, plus influencers & content creators. Built off the insight that you can improve (almost) any beverage by adding PURE cranberry to it (seriously, try adding a shot to Cola and thank us later), we challenged content creators to find if there was anything Pure couldn’t improve, and sat back to watch the fun and THEN used that content as imagery in our ads online and in Out Of Home.
Introducing, Is there anything 'Pure' can't improve for Ocean Spray.
This professional campaign titled 'Is there anything 'Pure' can't improve...' was published in Australia and New Zealand in October, 2025. It was created for the brand: Ocean Spray, by ad agency: The Reactor. This Content, Experiential, and OOH Outdoor media campaign is related to the Drinks (Non Alcoholic) industry and contains 7 media assets. It was submitted about 12 hours ago.
Credits
Client - Elissa Booth
Executive Creative Director - Nick Brown
Art Director - Luke Rigby
Copywriter - Chris Taylor
Agency Producer - David Alagna
Head of Strategy - Angus Smallwood
Media Agency - MediaWords
Media Planner/Buyer- Elise Hedley Dale
PR Agency - Greenpoint Media
