The other notable difference is that Cranpus is designed to be just as much a social media personality as a traditional mascot. The character has taken over Ocean Spray’s Instagram account, where he’s giving apartment tours, posting selfies, and showing off his cocktail making skills. Fans can expect “a few more surprises coming in November,” according to Le. 

Ocean Spray enlisted the agency Piggyback, which it previously worked with on social media marketing, to create the campaign with a social-first approach. 

While the campaign targets a broad audience, “we wanted to make sure we’re hitting those younger audiences who may not see [Cranpus] on traditional TV,” Le said. “We didn’t want this to be a traditional ad.”