5 Mar 2010 --- To further complement its industry leading soft drinks portfolio, Coca-Cola Enterprises Ltd (CCE) became the official distributor of Ocean Spray on the 16th February 2010 in GB and is pleased to announce a brand relaunch for Ocean Spray from 1st March to broaden the appeal and strengthen distribution of the market leading brand in on-premise.

Ocean Spray joins CCE’s portfolio of still soft drinks and expands their offering in on-premise in the juice and juice drinks sector. Ocean Spray is the leading cranberry juice with 66% value share [2] and CCE believes its distribution and delivery experience will both boost brand awareness and availability, as well as helping on-premise outlets increase sales by offering greater quality and choice to their customers.

The relaunch will include new 1L packs with a fresh, premium look across Ocean Spray’s ambient range in on-premise. Taller, slimmer and with a new cap, the convenient new packaging design will have improved pouring. A new 250ml can size for single serve convenience will also be introduced.

The relaunch will also present the first branded Blueberry juice. New Ocean Spray Blueberry and Blueberry Light will be available in 1L ambient formats from 1st March.

Ocean Spray will focus on its Cranberry and new Blueberry variants to drive sales as a spirit and mixer choice as well as an adult straight soft drink across on-premise outlets. Spirit & Mix is a key occasion for Ocean Spray, and cranberry is a popular flavour choice for women, research shows that 1 in 4 people have drunk cranberry with alcohol (84% mixed with vodka). It is also a key mixer ingredient in popular cocktail recipes.

A £7m media campaign including TV and PR will be aligned with on-premise activity. TV will appear nationally from April, with a second burst later in the year and will focus on the US heritage of the Ocean Spray brand. Already successful in the US, the ad features a pair of cranberry growers from New England, which humorously emphasises Ocean Spray’s core health message; “Good Taste, from a Good Place”.

Caroline Philiponnet-Bethell, Brand Development Controller at Coca-Cola Enterprises commented: “CCE’s portfolio of products offers a soft drink for any occasion and our partnership with Ocean Spray is great news for the still juice and juice drinks sector in on-premise. Ocean Spray is the leading cranberry juice, and with the relaunch and £7m support package we are investing in the brand this year, we are confident more and more people will trial Ocean Spray’s Cranberry range and new Blueberry variant – on its own as an adult soft drink and as a spirit mixer in restaurants, bars, pubs and clubs.

“CCE will also be offering on-premise outlets branded menu makers with soft drinks descriptors to help increase customer awareness and also make available POS kits to drive awareness of the Spirit & Mix opportunity.”