• by Danielle Oster , September 18, 2024

Ocean Spray is hyping the 20th anniversary of “Mean Girls” – which made its theatrical debut in April 2004 – and its new line of zero-sugar offerings through a partnership with Paramount Consumer Products.

The beverage company is releasing Mean Girls x Ocean Spray Zero Sugar Cranberry and Mixed Berry Juice Drinks through the partnership, available for a limited time. Available online nationwide, as well as through major retailers including Walmart, Kroger and Publix, the flavors feature real fruit juice and zero grams of sugar, according to the brand, and are flavored with Stevia rather than artificial sweeteners.

The collaboration seems to stem in part from cranberry juice’s tangential role in the story. In case you need a refresher: queen bee of the “plastics’ clique Regina George turns to a cranberry juice diet because she wants “to lose 3 pounds” but is actually consuming a sugary cranberry juice cocktail. 

To promote the Mean Girls x Ocean Spray Zero Sugar line, the brand teamed up with actor Rajiv Surendra, who played the character “Kevin G” in the original film. In a “Zero Sugars Given” campaign video, Surendra reimagines his infamous rap from the movie, employing a similar sense of cringe humor with branded references celebrating Ocean Spray’s new product and calling out inferior competitors.

The video was posted on both Ocean Spray and Surendra’s Instagram channels, where the actor posted: “On Wednesdays, we drink @oceansprayinc Zero Sugar Cranberry Juice. Grab a limited-edition bottle while they last to celebrate Mean Girls’ Day on October 3rd.  Mathletes and plastics agree – it’s fetch! #MeanGirls #ad today, along with the message.”

Additionally, Ocean Spray is staging a promotional giveaway on October 3 for “Mean Girls Day” – so designated due to main character Cady Heron’s crush asking her what day it is on the date. To celebrate the occasion, Ocean Spray is giving away free samples of its Ocean Spray Zero Sugar Juice Drink featuring the limited-edition “Mean Girls” packaging around Union Square in New York City.

The activation is the latest in a big marketing push for Ocean Spray in its major brand refresh campaign. Back in June, the brand introduced the “Just Add Cran” tagline in a masterbrand campaign of the same name, as well as a farmer-inspired character named Johnny.