Ocean Spray Expands to the Energy Drink Category
February 26, 2008 by Susan Gunelius
Filed under Marketing
The energy and nutrient-enriched drink category is just too tempting to ignore. Ocean Spray is one of the latest entrants into this category with it new brand extension, Cranergy.
Cranergy juices are made with real juice and “naturally energizing” ingredients by mixing five B-vitamins, vitamin C and green tea extract as well as Splenda for sweetening. Cranergy is just 35 calories per serving, and it comes in two cleverly named flavors, Cranberry Lift and Raspberry Cranberry Lift.
Who will join the energy drink category next? Shall we place bets? Are there any drink manufacturers left who haven’t hopped on the bandwagon yet? Perhaps a non-drink manufacturer will get involved or an existing player will simply slap a celebrity brand name on an existing product. I’m thinking the Sean Combs energy drink – kind of like Gatorade Tiger but even better and less relevant. What do you think?
Tags: Ocean Spray, brand extension, branding, energy drink, Cranergy, Cranberry Lift, marketing
Hi I just Love this cranenergy drink.I’m a 10 month cancer survivor.I had no energy going through treatment,but I bought some to try and just love it.It gives me all day energy,love the taste….godbless this stuff….roxanne cuba mo
I have been an energy drink manic for some time now and I like the flavor, way better then most I have had.
BTW, Congrats Roxanne!