Since 2005, Ocean Spray has been running a campaign that features two guys in a bog. It’s been a big hit with the public and according to Ace Metrix, which measures ad effectiveness based on consumer surveys about persuasion and watchability, it is among the top five brands in its category this year. (Lukovitz, 2012)
So imagine my surprise when I saw that Ocean Spray had decided that not only was it good policy to fight the NYC ban against the sale of sugared beverages over the size of 16 ounces, but chose to do so using their spokespeople. I have to wonder what they were thinking. Suger-sweetened drinks are the single largest source of calories in our diet; type 2 diabetes is increasing by epidemic proportions; and they want to be exempt from the ban because cranberries are healthy if you don’t add sugar to them? It boggles the mind. (Brody, 2012)
But what puzzles me more is why they would take their comic duo and put them in this video. What do you think? Will they be able to use these guys in their advertising again after this?
Lukovitz, K. (2012, November 14) Ace Releases Brand Of The Year ‘Watch List’. mediapost.com. Retrieved November 22, 2012, from
Brody, J. (2012, October 23) In Fighting Obesity, Drink Sizes Matter. The New York Times. p. D7