Ocean Spray Introduces Cranpus as Holiday Brand Platform Evolves

This holiday season, Ocean Spray is reimagining tradition with the introduction of Cranpus, a unique character inspired by folklore. Actor Bryan Cranston embodies Cranpus, a humorous figure obsessed with cranberries, in a new campaign designed to elevate the brand’s presence during peak cranberry consumption.

Ocean Spray’s Cranpus Campaign

The holiday campaign, titled “Just Add Cran, Beware of Cranpus,” features a vibrant 60-second video that will be showcased on streaming television platforms. Cranston’s character disrupts festive occasions in comical ways, highlighting the importance of cranberries and Ocean Spray’s product range.

A Humorous Twist on a Classic Figure

• Cranpus consumes all the cranberry sauce at dinner.
• He steals leftovers from sandwiches.
• Cocktails made with cranberry juice are not safe from him.
• Craisins disappear from a cooking show taping.

Eliza Sadler, the head of brand elevation for Ocean Spray, shared insights into the campaign’s strategy. “Every year, we aim to differentiate ourselves during the Super Bowl season which spans October to November,” she said. This period marks the peak of cranberry consumption and the holiday spirit.

Innovative Marketing Approach

The campaign extends beyond conventional media. It includes interactive content across digital platforms, aiming to capture attention in a saturated market. Sadler emphasized the need to engage audiences: “Who wouldn’t stop scrolling to see Bryan Cranston enjoying cranberry sauce?”

Building on Brand Legacy

Ocean Spray has been refining its brand identity recently, marking the first overhaul in over twenty years. The shift focuses on a unique connection with culture and creativity. Previous campaigns, like “Just Add Cran,” laid a foundation for this holiday initiative.

Working with a prominent actor like Cranston, whose name harmonizes with “cran,” brought additional creative energy to the project. Sadler noted that the concept evolved from merely featuring cranberries to an expanded narrative involving Cranston himself.

Cultural Connectivity

Ocean Spray aspires to remain relevant and innovative. The brand gained attention in 2020 through a viral TikTok video, showcasing its adaptability in the digital space. Sadler expressed the vision for this campaign: to foster a lasting narrative rather than a fleeting advertising moment.

With the introduction of Cranpus, Ocean Spray hopes to create a memorable cultural experience this holiday season while emphasizing the essential role of cranberries in festive traditions.