Ocean Spray to Break January Campaign Targeting Hispanics

A new campaign for Ocean Spray targeting Hispanics will break in January in Texas.

The effort will be the first for Ocean Spray’s new Hispanic AOR, Ethnic Marketing Group Inc. A mix of consumer and retail marketing will incorporate the company’s Tastes Good-Good for You messaging, Mario Echevarria, group account director for Ocean Spray, said.

A larger program in top Hispanic marketers is planned for shortly after the first quarter, he said.

Ethnic Marketing Group, which won the account in August as Ocean Spray’s first Hispanic agency of record, is tasked with expanding and enhancing Ocean Spray’s brand marketing among Hispanics with assorted marketing initiatives, including advertising, promotions, retail programs and grass-roots marketing.