Ocean Spray Australia unveils dual campaign for Low Sugar + PURE via Media Words + The Reactor

Independent media consultancy Media Words and Ocean Spray Australia have unveiled the next phase of their long-running partnership with a new out-of-home campaign launching across large-format digital sites, transit and rail, rock posters, and social and search platforms.

 

The campaign continues Ocean Spray Australia’s goal to make healthier beverage choices feel easy, modern, and relevant, encouraging Australians to “Drink Different” through a message of healthy refreshment that fits real life, using content from a range of creators reimagined into out-of-home executions.

Following the success of last year’s high-performing campaign — which drove a +26% uplift in brand consideration — this next phase doubles down on what worked: strong, context-led creative, delivered in the right moments and places where consumers live their daily routines. The campaign will focus on Ocean Spray Australia’s Low Sugar Fruit Drink and PURE 100% Unsweetened ranges.  Ocean Spray Australia’s Low Sugar juice range has less than 2g sugar per 250ml serve, and PURE Unsweetened 100% Cranberry Juice is naturally low in sugar at less than 2g sugar per its taste-packed 50ml serve.

Says Elissa Booth, General Manager ANZ at Ocean Spray: “Low Sugar and PURE Unsweetened 100% Juice are about everyday healthy refreshment made simple. With Media Words and The Reactor, we’ve built a campaign that learns, evolves, and connects – across everyday life moments that matter.”

Ocean Spray PURE Cranberry Juice is a drinking experience with a difference, made from unsweetened 100% cranberry juice and designed to be mixed into other beverages like sparkling water and smoothies for a boost of flavour and polyphenol antioxidants, or consumed as a small beverage shot. This year, Ocean Spray Australia has expanded its Low Sugar range with new Pineapple and Blackcurrant flavour blends, offering fresh ways for consumers to personalise their daily health rituals with less than 2g sugar per serve.

It’s part of Ocean Spray Australia’s “Drink Different” brand marketing platform, inspiring people to reimagine what healthy refreshment looks like in their everyday routines.

Says Elise Hedley Dale, Founder and Media Director at Media Words: “We don’t often see brands take creator-led content and reimagine it for outdoor, but Ocean Spray Australia did, and it worked. It made the brand feel local, human, and part of everyday life. Returning with a refined version of last year’s creative, the campaign again takes content originally made by independent creators and brings it off-platform and into the real world through bold rock posters.”

Running alongside PURE, “The Afternoon Pick-Up” introduces a new creative platform for Low Sugar, developed with creative agency The Reactor. The witty, relatable work captures that mid-afternoon energy dip — and offers a vibrant cranberry-taste lift without the sugar crash. It reinforces Ocean Spray Australia’s “Drink Different” philosophy: healthy refreshment, your way.

Adds Hedley Dale: “This relationship has never been about rinse and repeat. It’s a real alliance — client, creative, and media working as one. Every campaign is built to test, learn, and evolve. This time, we’ve sharpened the media system around when and where people actually make choices — on the move, in the moment, and often on their phones. After 24 years working together, the partnership with Ocean Spray Australia still acts like a startup — testing, learning, and pushing to keep a heritage brand fresh, modern, and culturally fluent.

“I still feel like I’m learning. The audience is like a best friend, you know them intimately, so you keep pushing to keep them interested.”