Marketing Case Study- #5 The Cranberry Juice TikTok

Now here you go again, you say you want your freedom

Every now and again, a social media phenomenon sweeps the world off its feet and enters the collective consciousness, shaping culture, sparking conversation, and elevating the most ordinary experiences to the realm of the extraordinary. One such iconic moment arose from a man, a skateboard, and a bottle of cranberry juice.

This legendary viral moment starred Idaho-native Nathan Apodaca, better known as @420doggface208 on TikTok, who captured hearts and garnered massive attention for this spontaneous video. As we peel back the layers, we’ll cover its impact on Ocean Spray’s brand, and identify key takeaways for creating content, marketing, and brands at large.

At its heart, Apodaca’s video was a perfect storm of authenticity and catharsis with an uplifting tone. Most viral moments like this aren’t planned, they just happen. Nathan was on the way to work when his car broke down on the freeway and he had to ride his skateboard the rest of the way. By chance he snapped a video that he almost didn’t post, imagine that.

Amid a turbulent year (2020), this short clip became a salve and personified a vibe that resonated with viewers and transcended boundaries- creating a cultural moment that spread like wildfire across different social media platforms.

The viral nature of the video is clear from the stats; it amassed nearly 87 million views, leading to responses from icons such as Mick Fleetwood of Fleetwood Mac, Cheech Marin, Tommy Chong, and a cascade of TikTok recreations from everyday people and celebrities alike. The viral ripple did not stop there. In response to Apodaca’s video, Ocean Spray gifted him a new Nissan truck chock full of cranberry juice, further perpetuating the video’s reach and embedding the brand within this cultural moment.

This event presented numerous opportunities for Ocean Spray and they capitalized on it. The company gained massive brand exposure, not only through the video, but also the subsequent conversations and copycats it inspired. Cranberry juice had never been so exciting. Ocean Spray found itself associated with happiness and a carefree lifestyle, an invaluable position in the minds of consumers. Sales increased and it was attracting attention it never had before because the video engaged a different demographic. The Tiktok video brought the brand to the forefront of a younger, digitally engaged audience and sparked new conversations around it.

From a brand’s perspective → for you, your company, your social media account, there are important takeaways to glean from this viral moment.

First- Create, post, be authentic. Apodaca’s authenticity shines through; this impromptu creation demonstrates an organic moment that could not have been manufactured- No ad agency was trying to make a freeway skateboarding video with someone drinking cranberry juice. As mentioned before, his car broke down, he was on his way to work, and after recording the video, he was on the brink of not uploading it, but recalled the words of entrepreneur and influencer Garyvee, “Put Content Out,” Apodaca said-

I started reviewing it while I was going to work — walking, because there’s a gravel road back there. I felt the vibe from it, but I wasn’t going as fast as I wanted to. I almost didn’t post it. But like [inspirational speaker] Gary Vee says, you know, “Post your content no matter what.” So I posted it.

Gary Vaynerchuk is known as an entrepreneur, digital marketing expert, and internet personality. He gained prominence by revolutionizing his family’s wine business and later co-founded VaynerMedia, while also creating as an author and content creator across various social media platforms. Here’s what Gary has to say about creating content and posting-

So many of you are so scared of being boo-ed that you never get started. I made thousands of videos before anyone knew who I was or cared about what I did.

As a person who’s done this for decades, I can tell you that it’s not humanly possible to predict what goes viral…but, consistency is in producing more and more content in the expectation of going viral…that’s how you win the game.

You have to keep hitting it consistently until you make that one video or piece of content that puts you on the map.

Embrace authenticity and create, as consumers are increasingly drawn to real and relatable content.

Second- Embrace your audience. Make them feel seen and heard. The way Ocean Spray capitalized on the moment by actively engaging with Apodaca and his audience underlines this crucial marketing principle. It’s vital to make your audience feel appreciated. By expressing gratitude, fostering a sense of community, staying agile, and adapting strategies, brands can create a meaningful connection with their audience. Focus on what you have, word of mouth is one of the most powerful forms of marketing. The dynamic interaction with a viral event like this can set a brand apart and make a substantial difference in its relationship with its audience, regardless if you are a large corporation, small business, or personal account.

Nathan Apodaca’s cranberry juice TikTok serves as an exceptional example of the power of authenticity and adaptability in the digital age. It underlines how a simple, authentic moment can capture the world’s attention, inspire a feeling of collective joy, and shift the trajectory of a brand. There is no set recipe on how to create a viral moment, but you can be ready to capitalize on one when it happens. In this era of digital connectivity and viral marketing, any individual has the power to influence popular culture and brand perception on a global scale.

The rest of the “Marketing Case Study” series can be found here 👇

Marketing Case Study #1 — Women’s Razors

Marketing Case Study #2 — The Pet Rock

Marketing Case Study #3 — Share a Coke

Marketing Case Study #4- Dove

Also check out — Branding, Marketing, and Community Management #1–19% of Success is Showing up.

BanAnakin [Champ] brings real world experience to Web3 with branding, marketing, and community management. His work with 10k PFP and 1/1 art has contributed to over $3,000,000 in sales volume.