While numerous outlets have reported on this recent turn of events, the Boston Globe has done a particularly good job of outlining why Apodaca’s lighthearted but decidedly random video has become an internet sensation practically overnight, and why Ocean Spray would want to execute a high-profile stunt designed to keep him in the limelight a little longer. As told to the Globe, and as we’ve written about recently ourselves, that type of organic, brand-involved, consumer-generated content is exactly the type of thing that makes TikTok a potential cash cow for brands:

“That is exposure that is worth millions of dollars,” said Mae Karwowski, founder and CEO of influencer-marketing firm Obviously. “You are reaching millions of people and you have thousands of creators incorporating your juice into their videos — the beverage brand is part of that entire conversation and creative journey for these people.”

Apodaca’s new “cranberry-red” pickup truck and swimming pool’s worth of juice is comparatively less valuable. But still, it’s not a bad turn of events for Apodaca, whom the L.A. Times reports is a laborer at an Idaho potato warehouse, and who made the video as he was skateboarding to work after his car battery had died.