Waterfront Entertainment Marketing connected Ocean Spray with the national Pink “I’m Not Dead Tour’ as the major sponsor. The main goals of this campaign were:
- To dramatically increase Ocean Spray’s acceptance and profile within the market.
- Provide increased trade awareness and shelf space.
- To drive sales of Ocean Spray product, in particular the new range of the 350ml bottles.
Ocean Spray were provided naming rights, branding, tickets, meet and greets along with a strategic marketing plan to optimize their brand awareness. By becoming the major sponsor Ocean Spray were given opportunities to maximise their awareness via running in store promotions and gaining exclusive access achieving cut through to a cluttered retail environment.
The multimedia platform including the major TV campaign, posters and print media for the P!ink Tour contributed to a massive brand exposure for Ocean Spray.
Additionally, the Ocean Spray sponsorship also included a national P!NK consumer promotion in the following chains across the country:
758 Coles & Bi-Lo Supermarkets – the major money can’t buy prize offer for Ocean Spray consumers was a backstage tour, dinner with P!NK plus VIP seats at the mixing desk at the first Melbourne show. Supported by POS and appearing in catalogues going out to 7 million households around Australia.
Woolworths/Safeway Supermarkets – consumer promotion in 1,119 outlets with the major prize of a VIP concert experience, meet and greet P!NK, limousine transfer and VIP accommodation.
BP – consumer promotions in over 270 outlets including major prize of a VIP concert experience, meet and greet P!NK, limousine transfer and VIP accommodation. All supported by maximising shelf space and POS.
