• by Danielle Oster , August 2, 2024

There are cushy summer jobs, and then there are cushy summer jobs.

Ocean Spray’s Revl Fruits juice brand is taking slacker roles, and meaningless VP titles, to the next level with a new campaign to find its “Global VP of Water Park Inflatables.” The “adult” juice brand (which does not mean the beverage contains alcohol, just that it’s unlikely to find its way into school lunches) is launching a campaign around a “Grow Up Never” promotional sweepstakes offering to pay the winning applicant a $50,000 “salary” to fill the role, along with a lifetime supply of Revl Fruits (in the form of manufacturer coupons). Job responsibilities are limited to drinking juice and floating around a pool of their choosing (would that make pool inflatables a tax-deducted, work-related expense?).

The contest is open to those 18 years or older, who can enter the sweepstakes by tagging the brand on Instagram or Tik Tok with a post using the “#GrowUpNeverContest” hashtag, and upload a video explaining why they’re an adult who has never grown up and won’t take the role seriously to growupnever.com, with entries accepted through Aug.14.

A campaign video announcing the “summer job opening” makes the pitch to viewers who wish they could return to carefree summers without responsibilities, introducing the position as “being in charge of being in charge of nothing.” 

“Grow Up Never” is tied into the brand’s positioning as an “adult” juice brand with a roster of flavor varieties (Boldly Cran, Tart Cherry, Berry Wild, and Truly Tropical) that contain zero added sugar, and reflects a longer-term marketing strategy.

"As we rolled out Revl Fruits earlier this year, we noticed one common sentiment from consumers –--many haven't enjoyed juice since they were kids because of sugar. With no added sugar, mouthwatering flavors, and a splash of coconut water, our fans told us they finally felt free to sip on juice, and the flavors brought them back to their childhood with just one sip,” Revl Fruits head of brand marketing Christina Zwicky said in a statement.

"It got us thinking – what other 'kid only' things have we given up? The motto of 'Grow Up Never' was inspired by these consumers and will continue to be our north star for our marketing efforts."

Revl Fruits launched around the beginning of 2024, with the stated goal of filling the ”joy gap” in the premium juice segment, with marketing focusing on its price point compared to competitors in the space. "Revl Fruits believes that premium juice doesn't have to mean heavy glass bottles, excessive pricing, a boring experience, or lackluster taste,” Zwicky said in a statement.

Revl Fruits’ “Grow Up Never” activation follows on the heels of parent company Ocean Spray rolling out the next wave of its brand refresh with a “Just Add Cran” master brand campaign.