Old Orchard Brands is one of the fastest-growing fruit juice brands in the United States offering consumers 40 frozen concentrate flavors and 60 bottled varieties in a range of 100 percent fruit juices and blends, premium and organic juices, fruit juice cocktails and low-sugar fruit juice cocktails. In addition, Old Orchard offers a number of non-juice items including iced coffee and tea beverages from concentrate.
Old Orchard sought to reinvent its existing line of lemonades with a reduced-sugar variety. LE&A’s challenge – how do we build buzz in an overcrowded beverage category?
- LE&A developed and launched a unique video contest campaign that encouraged mobile, web and social interaction
- The project also engaged traditional media outlets and bloggers with extensive media coverage
- Leveraging seasonal themes to engage a familiar product in a new way, LE&A pushed out a multimedia news release to build awareness
- Utilized a Facebook app and microsite to capture mobile video entries
- Nearly 1,000 users registered for the contest
- 9,000 votes were tallied
- Produced nearly 350 media placements
- Generated 13 million media impressions