---
title: Ocean Spray × Nathan Apodaca — Viral TikTok Moment Reignited a 90-Year-Old Brand | RGM® Case Study
url: https://realgrowthmatters.com/learn/case-studies/ocean-spray-nathan-apodaca-tiktok/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/learn/case-studies/ocean-spray-nathan-apodaca-tiktok/
---

# Ocean Spray × Nathan Apodaca: viral tiktok moment reignited a 90-year-old brand

Nathan Apodaca's September 2020 TikTok video of him skateboarding while drinking Ocean Spray cranberry juice and lip-syncing Fleetwood Mac became the canonical accidental viral marketing moment.

**Founded:** September 2020 viral moment

**Vertical:** CPG / Cranberry / Cultural Moment

**Primary channels:** Earned TikTok + Brand Response + Cultural Amplification

## The founding and history

On September 25, 2020, Nathan Apodaca (TikTok user @doggface208) posted a TikTok video filmed while skateboarding to work after his car broke down. The video showed Apodaca drinking from a jug of Ocean Spray Cran-Raspberry juice while lip-syncing to Fleetwood Mac's 1977 song 'Dreams.'[[1]](#cite-1)

The video became immediately viral — reaching tens of millions of views within days, prompting recreations from Stevie Nicks herself, Mick Fleetwood, and millions of TikTok users. Fleetwood Mac's 'Dreams' returned to the Billboard Hot 100 chart 43 years after its original release.

## The playbook executed

Ocean Spray's response defined modern brand-reactive marketing. The company: **publicly thanked Apodaca**, **gifted him a cranberry-red Nissan Frontier truck** (replacing the truck that had broken down), **recreated his TikTok** with CEO Tom Hayes drinking Cran-Raspberry, and **partnered with Apodaca** for subsequent marketing content. The response was widely celebrated as authentic brand-engagement that avoided the awkward over-commercialization that ruins most accidental-viral-moments.[[2]](#cite-2)

The cultural impact extended beyond Ocean Spray. Fleetwood Mac re-charted, TikTok creators developed sustained 'Dreams Challenge' content, Apodaca built a substantial creator career, and the moment became a defining 2020 cultural reference. Ocean Spray reportedly saw measurable Cran-Raspberry sales lifts in subsequent retail data.

## The results

The Nathan Apodaca / Ocean Spray moment became the canonical example studied in marketing classes — accidental viral content that became deliberately-amplified brand engagement. Subsequent brands have tried to replicate the playbook (jumping into existing viral moments authentically) with varying success.[[3]](#cite-3)

98M+TikTok views in 2 weeks

Fleetwood Mac 'Dreams'Returned to Billboard charts

Truck giftOcean Spray's brand response

Cranberry sales spikeMeasurable retail impact

## What this case study teaches

- **Brand response to organic viral moments matters more than the original moment** — Ocean Spray's response made the moment a sustained brand asset.
- **Authentic gestures (gifting the truck) build cultural goodwill** — would have been hollow if performative.
- **CEO participation can humanize brand response** — Tom Hayes's recreated video signaled corporate-level engagement.
- **Partnership with the original creator preserves authenticity** — bringing Apodaca into subsequent marketing was structurally important.
- **Viral moments are not replicable but the response playbook is** — brands should plan for handling viral moments before they happen.

## Related concepts and channels

For TikTok marketing strategy, see [TikTok Ads overview](/learn/channels/tiktok-ads-overview/). For brand-reactive marketing, see [brand positioning](/learn/concepts/brand-positioning/). For Stanley's similar accidental-viral moment, see [Stanley case study](/learn/case-studies/stanley-tumbler-tiktok-resurgence/).

## Sources

1. [1]Nathan Apodaca @doggface208 TikTok, September 25, 2020.
2. [2]AdAge coverage of Ocean Spray response, October 2020.
3. [3]Harvard Business Review case study on Ocean Spray viral moment.

### Related guides and concepts

- [TikTok Ads overview](/learn/channels/tiktok-ads-overview/)
- [Stanley case study](/learn/case-studies/stanley-tumbler-tiktok-resurgence/)
- [Chipotle GuacDance case study](/learn/case-studies/chipotle-guacdance-tiktok/)
- [Brand positioning](/learn/concepts/brand-positioning/)
- [Liquid Death case study](/learn/case-studies/liquid-death/)
- [Influencer marketing deep dive](/learn/channels/influencer-marketing-deep-dive/)
- [Content marketing](/learn/concepts/content-marketing/)
- [Brand vs performance marketing](/learn/concepts/brand-vs-performance-marketing/)