Ocean Spray Cranberries : advertising & marketing assignments

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Selected Ocean Spray advertising

Think cranberries, and you can only be thinking of Ocean Spray, which accounts for an estimated 60% of the world supply of cranberry-derived foods and beverages. It produces a wide variety of beverages, sauces, dried 'craisins' and other products, which it exports to more than 50 countries. Its only significant competitor in cranberry juice is the much smaller Northland brand with whom it has had a long and often fractious rivalry. Ocean Spray distributes most of its products in North America itself. However since 2006 it has entrusted distribution of single-serve juices in the US and Canada to PepsiCo. Internationally, its products are for the most part marketed by local partners, including PepsiCo in some countries and Coca-Cola in others. The business is limited partly by its reliance upon cranberries (although it does also market grapefruit products), but mainly by its complicated corporate structure. It is an agricultural cooperative jointly owned by more than 800 independently minded cranberry growers located across the Northern United States and 40 grapefruit growers in Florida. The Ocean Spray organisation was founded in 1930 by three cranberry growers from Massachusetts, led by Marcus Urann, who had perfected a system for making shelf-stable cranberry sauce. Development of the business was hampered for years by in-fighting between the co-op's members as well as dramatic fluctuations in cranberry prices. It was brought under control in the 2000s by CEO Randy Papadellis, who has announced plans to step down in 2018 after 18 years with the company. He was succeeded by Bobby Chacko, previously president. Revenues are around $2bn a year. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Who are the competitors of Ocean Spray? See Non Alcoholic Beverages Sector index for other companies

Capsule checked 2nd March 2018

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