Is there anything PURE can’t improve? That’s a really good question to put in an ad. I bet you stopped and thought about it. The question belongs to Ocean Spray, running in a campaign that invites Australians to experiment with Ocean Spray’s Unsweetened 100% PURE Cranberry Juice. The apparent aim is to fight through a deluge of new drink brands and ranges, and contemporise Ocean Spray.

The Australian campaign was produced by Melbourne indie, The Reactor;  social agency, Greenpoint, and media consultancy, Media Words, and covers OOH, digital, social, influencer and PR.

There is also a strategic UGC component, in which participants can sign up to receive a free PURE Tasting Kit featuring an eclectic mix of drinks – some surprisingly delicious, some not so much, proving that PURE can improve almost anything. Participants are encouraged to push the boundaries of creativity and share their innovative combinations with the online world with the top three creations to feature on some of Australia’s most famous billboards. Supporting everything is an influencer program in which notable influencers sharing their unique PURE-inspired creations across TikTok and Instagram.