Ocean Spray - Is There Anything PURE Can’t Improve?

Projects –

Ocean Spray – Is There Anything PURE Can’t Improve?

Is There Anything PURE Can’t Improve?

Ocean Spray’s campaign for 100% PURE Cranberry Juice set out to reframe a misunderstood product – often associated with health and UTI remedies – as a bold, versatile, and creative mixer. Together with Ocean Spray, Greenpoint helped transform PURE into a social media sensation, inviting Aussies to remix their drinks (and sometimes food) in weird, wonderful, and wildly shareable ways.

From lemonade to milk, no combo was off-limits, and the internet took the challenge head-on.

01 – What we did

– Strategy
– Influencer Gifting & Partnerships
– Public Relations
– Social Seeding
– Product Launch PR
– Billboard Integration

Greenpoint worked alongside Ocean Spray, The Reactor and Media Words to lead the influencer and PR strategy, from concept to creation and campaign amplification, across earned, owned and shared channels.

02 – As seen in

03 – Outcomes

The “Is There Anything PURE Can’t Improve?” campaign reached over a million Australians, sparked hundreds of user-generated drink experiments, and repositioned PURE as the centre of a bold new ritual.

What We Achieved: