Brand partnerships are a renewed focus for Ocean Spray as the farmer-owned cooperative buddies up for growth it couldn’t necessarily reach on its own.
The brand announced two such collaborations this month: a chocolate-covered dried fruit line in partnership with Hershey’s, and a co-branded canned vodka cranberry cocktail coming next year from Absolut vodka and its parent, Pernod Ricard.
Ocean Spray, known for its cranberry juice drinks, is seizing on hot categories such as snacking and ready-to-drink cocktails—and overarching consumer trends such as convenience and wellness—with the deals, Monisha Dabek, chief commercial officer at USA at Ocean Spray, said in an interview. While such brand partnerships are not new, they have risen in popularity of late as marketers seek to attract consumer excitement —and also generate earned media at little cost.
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