• by Fern Siegel , September 25, 2024

“Mean Girls” turned 20 — and Ocean Spray decided to honor its anniversary with the launch of Mean Girls x Ocean Spray Zero Sugar Cranberry and Mixed Berry Juice Drinks.

The brand partnered with Paramount Consumer Products and Rajiv Surendra, known for his iconic role as Kevin G and his rap in “Mean Girls” in a social-media push.

The newly launched Ocean Spray Zero Sugars Given rap is currently available and being promoted on Surendra’s Instagram and the brand's Instagram account.

The colorful label design was done in-house by the company. The creative promotion was handled by Current Global.

Trinh Le, vice president, next generation beverages and omnichannel marketing at Ocean Spray, told Agency Daily: “We’re excited to announce our partnership with Paramount and release our creative for the new limited-edition bottle. It was great working with Rajiv and tapping into this iconic pop-culture moment. We continue to find new partnerships that allow us to tell stories together and amplify new ways to get fans excited about cranberry juice.”

Current Global’s client work includes Applebee's, Hidden Valley Ranch and Papa Johns.

Mean Girls x Ocean Spray Zero Sugar Juice Drink Cranberry and Mixed Berry flavors are available for a limited-time in-store and online nationwide at most major retailers, including Walmart, Kroger and Publix.

“Happy Mean Girls Day, everybody, and remember don't ever let the haters stop you from doing your thang!” said Surendra.

Ocean Spray is a marketing cooperative wholly owned by more than 700 cranberry grower-members. Revenue was $2B in 2023, per Fitch.