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
