Cranberry juice specialist Ocean Spray is kicking off a £4m support package for its trio of white cranberry flavours with a TV campaign.
Due to break in the middle of next month, the six-week run focuses on the drinks’ white colour - a result of the berries being harvested a few weeks before they turn red.
The ad aims to position them as products for families who want cranberries’ health benefits but without tartness.
Colin Davies, marketing manager for parent company Gerber Foods Soft Drinks, said 70% of juice-buying households didn’t buy cranberry flavours so the newcomers offered a “significant” opportunity. “Paramount to our advertising campaign is communicating the naturalness of the fruit and drinks,” he added.