With the new campaign, Ocean Spray becomes the first marketer to feature Sarah Ferguson in ads. Weight Watchers International last week signed her-for a reported $1 million-to act as a spokeswoman making personal appearances only.
Other marketers are said to be courting the duchess, but Ocean Spray scored the first ad coup.
FERGIE VS. PAPARAZZI
Two TV spots, from Ocean Spray's new-products agency Campbell Mithun Esty, Minneapolis, will run on network and cable TV. The first, a :30 for the marketer's low-calorie LightStyle drink, makes lighthearted reference to the duchess' long-suffering experiences with paparazzi.
"The taste gives me a real zing, especially when I serve it with plenty of ice," she says in the spot. She tosses the contents of an ice bucket out the window onto the heads of photographers waiting again to snap her unawares.
LightStyle is currently sold in just 50% of the U.S.
The second commercial, for Cranapple, will air in the other half of the country. It's a :15 in which Ms. Ferguson says: "I'm so untraditional that, instead of serving tea, I serve Ocean Spray Cranapple."
CELEBRITY THEME CONTINUES
Ocean Spray VP-Marketing David Murphy said the spots continue a celebrity theme-Bernadette Peters was the last star-in the "Zing" campaign. It doesn't replace the "Crave the wave" advertising created by former agency North Castle Partners, Stamford, Conn.; that continues for non-cranberry drinks and corporate advertising.
Mr. Murphy said Ocean Spray has "global ambitions" and that's why it moved its $50 million account to Arnold Communications, Boston, from North Castle in December.