A bit of a diary post today: ⠀
How a viral sensation reminded me of my internship 11 years ago photoshopping cranberries on Ocean Spray labels 😊. ⠀
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@OceansprayInc cranberry juice went viral the last couple of weeks when a tiktoker filmed himself long boarding down the street lip-syncing to Fleetwood Mac’s song “Dreams” while drinking an open 64 ounce container of Oceanspray cran-raspberry juice. He was long boarding to work when his car battery died so he grabbed his board and juice to continue onto the job. If you haven’t seen the video yourself, I think it’s just a feel-good vibes kind of video. ⠀
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I was curious to see what the OceanSpray marketing team would do. They have a pretty polished Instagram filled with delicious recipes and perfect photography. In response, Oceanspray sent him a brand new cranberry red truck filled with bottles of juice! “Dreams” is now the top single on iTunes although it was released in 1977 and the tiktok video was viewed 26.2 million times. They have also started the hashtags #dreamschallenge , where you can see renditions of other people long boarding with cranberry juice. ⠀
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It’s crazy to think about how a marketing team can plan so much around social media (paid influencer launches for example) and then randomly some unknown tiktoker creates something truly organic (and probably off brand) and it becomes the biggest content of the year/s for the company. Their sales haven’t been released but when it happens I’ll update this post on my blog, because I’m curious to know! ⠀
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But the packaging just reminded me of a fun internship at Stapley-Hildebrand @shredsf agency in San Francisco. I believe I went in 3x a week and took the bart into the city, and then hopped onto the muni and lived my best student life with my cool big city internship 11 years ago! They were such a fun group to be around and I was very eager to learn and absorb as much as I could. This was my first exposure to packaging design and working with big clients such as Ocean Spray, Trident Gum, and Costco. I’m happy to see my picture is still on the team’s website 😍 www.shredsf.com #goodtimes
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