SunnyD, the iconic 1990s brand, had become irrelevant in consumers’ minds, resulting in lagging sales. Our challenge was to re-engage Millennials who grew up drinking SunnyD, and now have families of their own, by tapping into the brand’s nostalgia.
Have you ever wondered what happened to the kids in that classic SunnyD spot? Wonder no more. As part of a brand relaunch for the turnaround for SunnyD we imagined what would have happened of those gnarly SunnyD kids from the 90’s never left home. This spot was part of a new positioning and creative platform that was executed across all communication media – TV, digital, in-store, social, PR,promotions, web, experiential.
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.”