Ocean Spray Sparkling Pink Cranberry Supports Cancer Research
Michael Hemsworth — April 22, 2022 — Marketing
References: oceanspray & talkingretail
The Ocean Spray Sparkling Pink Cranberry drink is being relaunched by the brand in the UK in a slightly smaller serving size and with new branding that communicates its charitable profile.
The product will now come in 250ml cans and will see 5p from every one sold donated to The Pink Ribbon Foundation. Each can is emblazoned with the recognizable pink ribbon in the upper-right corner and will be marketed to consumers through the Bubbles with Benefits campaign.
Ocean Spray Managing Director in Europe Caroline Bethell commented on the Ocean Spray Sparkling Pink Cranberry update saying, "Sparkling pink has been a real success in the independent sector since its launch last summer and by relaunching the can in a new, sleeker format we are expecting this success to grow significantly in 2022. With sales of natural sparkling soft drinks showing significant growth, we know consumers are looking for healthier, carbonated soft drinks for a variety of on-the-go occasions."
The product will now come in 250ml cans and will see 5p from every one sold donated to The Pink Ribbon Foundation. Each can is emblazoned with the recognizable pink ribbon in the upper-right corner and will be marketed to consumers through the Bubbles with Benefits campaign.
Ocean Spray Managing Director in Europe Caroline Bethell commented on the Ocean Spray Sparkling Pink Cranberry update saying, "Sparkling pink has been a real success in the independent sector since its launch last summer and by relaunching the can in a new, sleeker format we are expecting this success to grow significantly in 2022. With sales of natural sparkling soft drinks showing significant growth, we know consumers are looking for healthier, carbonated soft drinks for a variety of on-the-go occasions."
Trend Themes
1. Charitable Beverage - Brands can leverage their products to support social causes by donating a portion of sales to charities or launching products specifically aimed at social welfare.
2. Healthy Carbonated Drinks - Carbonated soft drinks with low sugar content and natural ingredients are gaining traction among health-conscious consumers, who are looking for healthier alternatives to traditional sugary sodas.
3. On-the-go Beverages - Ready-to-drink canned beverages continue to grow in popularity as they offer convenience and portability to consumers who want to enjoy beverages while on the move.
Industry Implications
1. Food and Beverage - The food and beverage industry can tap into the growing demand for healthier carbonated soft drinks and leverage them to support causes that resonate with consumers.
2. Non-profit/charitable Organizations - Non-profit and charitable organizations can partner with brands to launch cause-related products and use them to raise awareness and funds for their social causes.
3. Retail - Retailers can carry products that cater to the growing demand for healthier, carbonated soft drinks and leverage cause-related marketing to attract more socially-conscious consumers.
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