OCEAN SPRAY X MEAN GIRLS

Packaging Copy + Brand Messaging | Campaign Concept + Tone

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To celebrate the 20th anniversary of Mean Girls, I partnered with Ocean Spray and its AOR to give a wildly uncommon twist to an iconic pop-culture moment. Cranberry juice had a cameo in the original film (even if Regina George got the sugar facts wrong), so the launch of Ocean Spray’s Zero Sugar Juice Drinks was the perfect full-circle moment.

I led the messaging and packaging copy, shaping a voice that was as bold, cheeky, and unapologetic as the product itself—zero sugar, no artificial sweeteners, all fierce flavor. Every line on the bottle was written to stand out in-store and speak directly to a generation fluent in “fetch.” From hero lines to flavor descriptors, the copy had to work fast, feel confident, and live up to the legacy of a cult classic.

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And because no Mean Girls moment is complete without Kevin G, we brought back Rajiv Surendra to reimagine his legendary mathlete bars—this time with “zero sugars given.” The campaign spanned digital, social, OOH, and in-store activations nationwide, blending nostalgia, wordplay, and flavor into one fetch-worthy launch.

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