SunnyD has always appealed to kids, but a new campaign for the orange-flavored beverage line targets a teen market and features a new look and an action-packed TV spot from independent shop Terri & Sandy.
The campaign is geared to a new target of Generation Z tweens and teens from 13-18. The Harvest Hill Beverage Company-owned brand’s makeover features a fresh take on its iconic logo, a new website and renovated social channels, topped off with the SunnyD’s first national ad campaign since 2015.
At the heart of the campaign is a high-energy anthem spot titled ‘Boldly Original,’ which also serves as the brand’s new tagline. SunnyD and Terri & Sandy tapped Brazilian directing team Alaska to produce ad spots and digital content rich in modern visual storytelling to capture younger viewers’ attention.
Each video features a cast of diverse teens. The first finds a beat-blending teen and a rack full of music electronics, sampling his voice and setting the soundtrack of Menea Ese Pon from DJ Kass – whose Scooby Doo Pa Pa became went viral on YouTube earlier this year. We then see a variety of teens and tweens, all doing their own original activities, from a cycling acrobat to a robot-dancing scientific creator to a drone-powered lounging kid to a school hallway capoeira dancer.
The campaign kicks off this month with a Media Storm-designed buy across national and local TV, national Hispanic TV, cinema, streaming video and paid social platforms geared to a new generation of SunnyD fans, on properties including MTV, VH1, Spotify, Pandora, YouTube, Hulu, Bravo, Lifetime, Unimas and Galavision.
“SunnyD is truly one-of-a-kind, and it’s time to share its originality with a whole new generation by celebrating that group’s own originality,” said John LeBoutillier, president and chief executive officer of Harvest Hill. “SunnyD…has a huge appeal to Gen Z, a group that appreciates what makes brands like ours distinct, and knows to drink to their own beat.”
The campaign includes 60-, 30-, 15- and six-second spots and behind-the-scenes interviews with the featured teens, supplemented by companion interactive digital and social content.