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Australia

Ocean Spray launches ‘Craisins’ range with promo hoodie

Brand: Ocean Spray

Campaign: Craisins Secret Snack Stash Hoodie

Source: https://mumbrella.com.au/ocean-spray-launches-craisins-range-with-promo-hoodie-941353

Goal: To promote new Craisins snack packs and address consumer frustrations with bag-check lines.

Claim: Stash your snacks in the hoodie to avoid bag fees and long queues.

Media: KIIS network radio ads, social media, influencer marketing

Summary: Ocean Spray has launched a new range of Craisins snack packs paired with a promotional hoodie designed to simplify carrying snacks and essentials. The campaign, featuring Will and Woody, aims to alleviate consumer frustrations over long queues and airline fees while showcasing dessert-inspired flavors. The hoodie includes specialized pockets for the snacks and personal items, reinforcing the idea of convenience on-the-go, supported by a quiz segment and multi-channel advertising.