“Cranfidence to Win” and “Don’t Clown” show you what you can do with all that power of the Cranberry
Ocean Spray Cranberries, Inc., the agricultural cooperative owned by roughly 700 farmer families, today rolled out a new creative campaign under its All That Power™ masterbrand work, this time focusing on the attributes of its “Better For You” beverages that are designed to help meet the needs of an individuals’ diet. Developed by Orchard Creative, the campaign features two TV spots, one for Diet Cranberry Juice Cocktail and the other for the new Immunity Orange Mango and Revitalize Cranberry Pineapple juice drinks.
In each spot, the lead character is overtaken by an overwhelming newfound confidence, or “Cranfidence,” inspired by Ocean Spray’s incredible feat of making Better For You juice products without sacrificing flavour. The spots close with an extension of this cranfidence to its audience, landing on the campaign line YES YOU CRAN™. Both comedy-driven films are directed by the award-winning Jeff Low (Biscuit), making this a back-to-back collaboration between Low and Orchard, right on the heels of their widely-lauded Ocean Spray® Holiday work which featured jiggling cranberry sauce disrupting a boring holiday meal – recently named among Ad Age’s and Adweek’s top ads of 2022.
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Symrise has inaugurated its Creative Center in Egypt on November 26, 2019. The subsidiary in the outskirts of Cairo comprises modern development and application laboratories for the categories Beverages, Confectionery, Dairy, Culinary and Snacks. Dirk Bennwitz, President Flavor EAME at Symrise, officially opened the new facilities. They meet the company’s global technology and development standards and are intended to strengthen the company’s reach in the AME region and its collaboration with strategic customers. Partners, customers and guests attended the ceremony.
Symrise has equipped its development and application laboratories with state-of-the-art technology. Within the Creative Center, employees will develop customized product solutions and applications and adapt existing products for the market. Compared to its facilities so far, the new creative center offers a number of advantages. Modern consumer and market analysis and quality assurance procedures guarantee authentic and relevant products for customers and consumers in the region.
“By investing in the new Creative Center, our strong team of food technologists and flavorists can make a significant contribution to the growth in the region in the future,” says Dirk Bennwitz, President Flavor EAME at Symrise. “We are convinced of the strategy, because our location in Cairo offers us proximity to customers and markets in Africa and the Middle East. In the future, we will be able to better serve demand in the region and optimally align our business with our customers, thus contributing to the company’s growth.”
Customers benefit from tailor-made developments
In the future, the Symrise team will have access to all the technologies and innovations available in the Group in the Creative Center. This will make it easier to meet customer demand. In addition, customers benefit from knowledge of the region and the increased use of local raw materials. This helps to meet the diverse wishes of consumers. Another advantage is that Symrise can work with its customers in a time- and cost-efficient manner.
“We use a wide range of manufacturing technologies in Egypt to supply all of Africa and the Middle East,” says Ibrahim Wagdy, responsible Managing Director of Symrise in Egypt. “We are now expanding these capacities with our modernized site thereby increasing the attractiveness for our customers in the region.“
Egypt is an important location for Symrise. On the one hand, because the country’s location in the AME region makes it easy to exchange information with customers from Africa and the Middle East. On the other hand, the industrial and agricultural infrastructure provides valuable advantages for the production and development of flavors for the local market.
