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Ocean Spray Cranberries, Inc.
Ocean Spray, TikTok, and Seizing a Viral Moment

RAN IN: United States

CLIENT
Ocean Spray Cranberries, Inc.

Melanie DiBiasio, Senior Manager, Digital Precision Marketing
Audrey Perkins, Senior Manager, Global Communications, PR and Partnerships
Chris O'Connor, VP, Marketing
Mike Foley, Director, Beverage Marketing
Trace Rutland, Director, Digital Hub
Rachel Kulhawik, Associate Digital Marketing Manager
Christina Ferzli, Director, Corporate Affairs
Kate Leonard, Senior Manager, Internal Communications

AGENCY
JONESWORKS *Lead Agency

Courtney Engel, Managing Director
Ayla Richards, Senior Director
Stephanie Jones, Founder & CEO
Lauren Stiffelman, Account Supervisor
Jeana Esernio, Senior Account Executive


SUMMARY

Ocean Spray is a 90-year-old farmer-owned cooperative striving to stay relevant and appeal to a Millennial and Gen Z audience. Lightning struck when Idaho potato worker Nathan Apodaca (@420doggface208) went viral riding his longboard, drinking Ocean Spray, and singing Fleetwood Mac’s “Dreams.” Ocean Spray let the TikTok popularity grow organically, learning that Nathan’s truck broke down while heading to work. In response, Ocean Spray gifted Apodaca a cranberry-red truck filled with Cran-Raspberry® and the “Dreams Challenge” took off as sales grew 20% and social following increased 633%.

CASE VIDEO


Language: English