SunnyD

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SunnyD Case Study


 

Problem:
An iconic 1990's brand became irrelevant in consumer's mindset resulting in lagging sales.

Insight:
SunnyD connects to people in a remarkable way. It’s not about the product itself, it’s how the brand makes you feel. This was particularly true among Millennial parents who grew up on it. While many of them haven’t had a sip of SunnyD in years, they unapologetically express the fun the brand stood for.

Solution:
Have you ever wondered what happened to the kids in that classic SunnyD spot? Wonder no more. We launched the turnaround for SunnyD with a new positioning and creative platform that was executed across all communication media – TV, digital, in-store, social, PR, promotions, web, experiential.

Results:
The work galvanized the SunnyD internal teams, customers and consumers, and was responsible for driving incremental sales in select test markets. When the folks at MTV saw the spot, they said SunnyD “won Throwback Thursday...forever”