"Ocean Spray had done an excellent job in penetrating the at-home market with its juice products through supermarket sales," says the 15-year veteran of the cranberry growers' co-op. "We needed to penetrate single-serve, cold-bottle channels like convenience stores."
Ocean Spray was unfamiliar with those channels, so Mr. Murphy, last year promoted to VP-marketing, decided to arrange an escort. Four years ago, Pepsi-Cola Co.'s bottling division started distributing Ocean Spray, which appointed Mr. Murphy to manage the arrangement. Since then, single-serve sales have grown more than 30% a year.
"We married a great brand, ours, with the best distribution system in the world, Pepsi's," Mr. Murphy says.
The new distribution helped Mr. Murphy reach a younger audience. Ad agency North Castle Partners, Stamford, Conn., helped communicate with them through the "Crave the Wave" campaign, energetically delivering bold, fruity images.
Since striking the Pepsi deal, Ocean Spray has introduced new flavors, such as Caribbean Colada and Mandarin Magic, to its lineup of cranberry and grapefruit drinks. But new products are nothing new for Ocean Spray, the first to put cranberry juice in a glass bottle.