08 Apr Ocean Spray & Pink “I’m not dead tour”
The project at a glance
Project Title: Ocean Spray & Pink “I’m not dead tour”
Client: Ocean Spray
Date: Apr 2007
My Role: BDM/Sponsorship/Account Director
Media: Event Sponsorship
With Waterfront Entertainment Marketing I helped connect Ocean Spray with the national Pink “I’m Not Dead Tour’ as the major sponsor.
The main goals of this campaign were:
- To dramatically increase Ocean Spray’s acceptance and profile within the market.
- Provide increased trade awareness and shelf space.
- To drive sales of Ocean Spray product, in particular the new range of the 350ml bottles.
Ocean Spray were provided naming rights, branding, tickets, meet and greets along with a strategic marketing plan to optimize their brand awareness. By becoming the major sponsor Ocean Spray were given opportunities to maximise their awareness via running in store promotions and gaining exclusive access achieving cut through to a cluttered retail environment.
The multimedia platform including the major TV campaign, posters and print media for the P!ink Tour contributed to a massive brand exposure for Ocean Spray.
Additionally, the Ocean Spray sponsorship also included a national P!NK consumer promotion in the following chains across the country:
758 Coles & Bi-Lo Supermarkets – the major money can’t buy prize offer for Ocean Spray consumers was a backstage tour, dinner with P!NK plus VIP seats at the mixing desk at the first Melbourne show. Supported by POS and appearing in catalogues going out to 7 million households around Australia.
Woolworths/Safeway Supermarkets – consumer promotion in 1,119 outlets with the major prize of a VIP concert experience, meet and greet P!NK, limousine transfer and VIP accommodation.
BP – consumer promotions in over 270 outlets including major prize of a VIP concert experience, meet and greet P!NK, limousine transfer and VIP accommodation. All supported by maximising shelf space and POS.
The Client says:
“Ocean Spray’s sponsorship of the Australian Pink tour proved a runaway success, far surpassing the company’s expectations and exceeding all key performance indicators. With its unique knowledge of the concert venues, combined with an enthusiasm for the Ocean Spray® brand and an understanding of its core values, Steve was able to assist Ocean Spray® in effectively leveraging the sponsorship. Ocean Spray® received extensive branding on all concert advertising and multiple signage opportunities throughout concert venues, as well as the ability to negotiate pourage rights in all concert venues – something that was very important to Ocean Spray® in terms of driving sales and establishing new supplier contacts. I would like to pass on my personal thanks to Steve and the team at Waterfront Entertainment Group for making our first venture into this level of sponsorship so successful … and seemingly effortless. I’m certainly looking forward to working with Waterfront again in the future. “
Anne-Maree Ogilvie – Commercial Manager of Ocean Spray Australia