CASE STUDY: Ocean Spray re-launch brand with The Color Run
Provided by Toucan
Ocean Spray sponsor The Color Run, a unique series of 5k events where runners are doused from head to toe in coloured powder
What was the Challenge / Background of the Campaign?
As part of a an EMEA brand re-launch we created an experiential campaign with Ocean Spray as the official beverage and snacks sponsor of The Color Run. The series of UK-wide events across the summer is known as 'the happiest 5k on the planet' and offers a unique experience where runners are doused from head to toe in different coloured powder at each kilometre marker. No one escapes turning blue, green, yellow or cranberry red over the distance, especially with an even more colourful Finish Festival waiting for them at the end.
What was the Campaign Objective?
To bring to life the the campaign message that Ocean Spray with its refreshing taste helps give consumers a more colourful and uplifting day
What was the Solution?
At each event, we distributed refreshing cranberry drinks, snacks and fun accessories to participants and supporters before, during and after the run. After 3km, runners ran through the official Ocean Spray colour station where our branded misting arch refreshed everyone with a fine cranberry-coloured spray on what was thankfully, a glorious summer's day! Once finished, colourful runners jumped into our cranberry ball pit complete with camera for a great photo opportunity to make and bright, vibrant memories on social media.
What were the Results?
The sell out first event at Wembley Park saw 19,000 juice & 4,000 Craisins samples plus 13,000 leaflets. There were over 200 posts on social media in 24 hours with a reach of 20,000 +. Further events and sampling days across the summer added more colour to the days of over 400,000 consumers!
This was part of a wider campaign which included guerilla sampling nationwide & large scale couponing, cross-category incentives, an on-pack promotion with a partner & a new retailer event led by Ocean Spray.
What were the Key Learnings of this Campaign?
Ocean Spray's Marketing Manager confirmed that they are delighted with the results: "This is such a fun event, perfect for our target consumers. Toucan ensured that Ocean Spray was at every touch point to make everyone's experience as colourful as possible"