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Insight

The younger audience Ocean Spray wanted to attract were on social platforms, but they were bored of shallow influencers dominating the platform and exhausted by the pressure to constantly ‘go viral’.

Ocean Spray cranberry juice packet with a glass full of juice, toilet paper next to it, and a large slogan "For goodness sake just drink it"

Idea

Introducing TikTok & Instagram’s first ‘unfluencer’ – a refreshingly unconventional character whose antics poked fun at influencer culture and instead offered honesty and product benefits – simplify your life and health, just by enjoying Ocean Spray juice.

3 phones with different screenshots of the viral campaign for Ocean Spray cranberry juice

Results

On TikTok we reached over 2 million people and delivered just under 7 million impressions. On Meta we reached 1.4 million people and delivered just under 4 million impressions. This was a 28% and 84% uplift against our KPIs for these platforms.

A woman in a bath of cranberry juice holding Ocean Spray cranberry juice box
A woman drinking Ocean Spray cranberry juice box, hashtag at the bottom #squitzandgo
A woman washing off cranberry juice off her face