David Kolbusz has given Ocean Spray’s new campaign a glowing review. He is, of course, not entirely impartial, being chief creative officer of Orchard Creative, that created the commercial but his applause is justifiable. Power Your Party is a rocking follow-up (pardon the pun) to last year’s wildly successful Power Your Holiday, that introduced the “jiggle” mnemonic and Ocean Spray’s absurd humour. These two ingredients have opened the door for the “old people’s” brand to a new young audience.

The new commercial, directed by Jeff Low, adds naughty fun – hugely appealing to Gen Z – to the jiggle idea that helped Ocean Spray achieve a 27% year-over-year increase in jellied cranberry sauce sales and a sales lift across its entire portfolio of products between October and December last year.

Absolutely giddy with excitement excitement???? over the spiritual sequel to our @OceanSprayInc holiday film from last year. Bonkers. I love it. Hope y’all do too. pic.twitter.com/3UIA3WxKik

— David Kolbusz (@davidkolbusz) October 27, 2023

Ocean Spray will air both last year’s Thanksgiving themed spot and the new “all parties” commercial on US TV in November, and then run the new spot only throughout December. The campaign is social-first though. The social element will begin in November with an activation called Team Canned or Team Homemade, that will enlist “granfluencers” (senior influencers) to create content with its products. The influencers, Grandma Droniak and Cooking with Lynja, will represent each team. Ocean Spray found that the audience demographics for the granfluencers leaned more towards younger millennials and Gen Z. Ocean Spray also plans to create different executions between January and August under the same strategy, to position cranberries as a year-round party starter.

Credits:

Agency: Orchard Creative 
Chief Creative Officer: David Kolbusz
Executive Creative Director: Jimm Lasser
Creative Director: Heather Larimer
Chief Strategy Officer: Laura Janness
Chief Executive Officer: Barney Robinson
Head of Strategy: Sarah Garman
Head of Production: Jenn Pennington
Senior Producer: Julie Jean-Baptiste
Senior Copywriter: Christine Taffe
Art Director: Dohyun Lee
Account Director: Lucie Kittel
Account Supervisor: Ariel Jagaselvan

Production Company: Biscuit Filmworks
Director: Jeff Low                                                           
Executive Producer: Holly Vega
Line Producer: Elisabeth Bottomley        
DoP: Joao Padua
Production Designer: Francois Jordaan
Production Design Assistant: Will Stremilov
Props Master: Allen Pavela
Liquids Specialist: Forbes & LairdFX
Wardrobe Stylist: Lea-Anne Baxter
Food Stylist: Nicole Young                                       
Editorial & Post-production: Arcade Edit                  
Executive Producer & Partner: Sila Soyer                                               
Post Producer: Ellen Lavery                                                                  
Editor: Jeff Ferruzzo                                                                 
Assistant Editor: Sam Barden                                                               
Flame Artist: Tristian Wake                                                                   
Colour:  Fergus McCall @ Rare Medium                                    
Music:  Mack Goudy Jr                                                          

Sound Design & Mix: Mikayla Peterson @ Barking Owl