Ocean Spray takes a targeted approach for its new ‘Ban the Burn’ campaign via The Reactor

Cranberry juice has long been known for its role in maintaining urinary tract health, thanks to its natural antioxidant and anti-adhesion properties. While this might not be the most conventional message for a billboard, it’s highly relevant in certain situations—like when someone is sitting in a public restroom. This consumer insight, uncovered in Australian focus groups, shaped the thinking behind Ocean Spray’s latest campaign, developed in collaboration with The Reactor.

Participants expressed interest in learning about the health benefits of cranberry juice but preferred receiving this information in more private settings rather than on large-scale outdoor advertising. Taking this to heart, the campaign was strategically placed where it would have the most impact—public restrooms.

Says Elisa Hedley Dale, Media Words: “There are two places the message of this campaign is at its most relevant when you’re searching for solutions on the internet and when you’re sitting on the toilet. That’s why, when The Reactor came to us with the ‘Ban the Burn’ creative concept in a setting of a public toilet (where they would also be receiving the message), we knew it would be powerful. The creative effectively delivered the problem-solution message, but with a little tongue-in-cheek humor of the Ocean Spray brand to get breakthrough and be relatable.”

Client: Ocean Spray – Elissa Booth
Media Agency: MediaWords
Media Buyer: Elise Hedley Dale
Creative Agency: The Reactor
Creative Director: Nick Brown
Art Directors: Angelica Rowe, Luke Rigby
Copywriter: Clare Taylor
Head of Strategy: Angus Smallwood
Photographer: Chris Tovo
Production: Guilty

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