To educate consumers about the taste, health and heritage of its tiny tart fruit, Ocean Spray on Oct. 16 and 17 returned to New York City with the “Big Apple Bog,” a 1,500-square-foot cranberry bog set up in Rockefeller Center. Product sampling, demonstrations and interactive activities, in addition to three cranberry grower-owners decked out in hip-waders and standing knee-deep in a ton of fresh, floating red berries, rounded out the experience.
The effort is part of the company’s Bogs Across America campaign, which is now in its eighth year and this year includes a natural harvest in Massachusetts, where the company is based, and an additional free-standing cranberry bog in Walt Disney World. All of the events feature samples of Ocean Spray products, including Craisins Dried Cranberries, juices and juice drinks.
The Rockefeller Center bog set the scene for live shows featuring the growers who discussed how the bogs are flooded and why cranberries float, and cocktail masters Michelle Hunt and Laura Panter of the Martini Club International and registered dietician and nutrition expert Connie Diekman. Segments aired at the top of the hour every hour between 1 and 3 p.m. ET on the “Ustream” tab on Ocean Spray’s Facebook page.
Visitors could record testimonials regarding the products at a “Taste and Tell” video booth, then share them on Twitter for a chance to win a $100 Ocean Spray gift pack. A “Liquid Identity” app at facebook.com/oceanspray helped cocktail lovers find a drink that suits their personality. Those who used the app could enter to win a $5,000 cash prize.
“It is really important to activate in such a way that is true to our brand,” Sharon Newcomb, senior brand communications specialist at Ocean Spray, told Buzz. “It’s our stage, our soapbox, to stand and say here is what you need to know about cranberries, here is what is important. We are able to bring that to life by the guests in our show.” Agencies: Arnold Brand Communications (bog structure); Weber Shandwick (messaging and programming), both of Boston.