On September 25, 2020, Nathan Apodaca’s car broke down on his way to work, so he decided to take his skateboard to avoid being late. On his way, he grabbed a bottle of Ocean Spray Cran-Raspberry, fired up TikTok, and would inadvertently go on to create one of the most viral moments of the year.

Not only did the feel-good “Dreams” video make Nathan an overnight sensation on TikTok, and reintroduce Fleetwood Mac to an entire generation of creatives, but it also reinvigorated a 91-year-old legacy brand in Ocean Spray.

No one could have predicted the significance of this cultural moment or the impact on the fortunes of Ocean Spray’s business, least of all their CEO Tom Hayes. However, as a veteran of the food business and a leader with tremendous empathy for his customers and stakeholders, Tom knew that this was an opportunity to do something that would not only transform Nathan’s life, but it would also catapult the brand into the zeitgeists that is TikTok meme culture.

During Social Media Week New York, Tom Hayes sat down for a special episode of The Business of Marketing Podcast to discuss the viral moment and how they used it as the catalyst to engage with a whole new generation of consumers.

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