Ocean Spray - Cleanse and Purify 

This ad was the culmination of work I did to make a wholesale change to the positioning of the Ocean Spray brand. I created the Cleanse and Purify language to describe a unique and own-able benefit combined with the very unique heritage of the brand. Prior to this, the brand had been on a steady 10-year decline in sales. This radical and very effective departure resulted in an actual reversal of declines to growth and continues to be leveraged after 6 years on air.