CS 06
SUNNY D

SOMETHING
RADICAL

 

SunnyD not only had a product problem, but a brand problem. Sure, it tastes good (to some), but their campaign claim directed at moms, was that it had 44% less sugar than soda.

I mean, how low a bar can you set? Better than soda? Uh, yeah. And it’s also better for your kids than cigarettes. So we needed to appeal to moms and their kids with more of an emotional message. And we found that 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. And while many of them haven’t had a sip of SunnyD in years, our research indicated they still unapologetically could relate to the fun the brand stood for. We wanted to reignite that fun.

So we decided to lean into a cultural phenomenon that was just starting to emerge: our nostalgia for the 90s. Our expression of this was to re-create an iconic SunnyD spot from the 90s. You know, the one with the “purple stuff”?

Faithfully, we created the same spot. The twist? It was the same kids and same mom... only 20 years later. And mom wasn’t having any more of it. The campaign cut across TV, digital, in-store, social, PR, promotions, web, experiential.

The work galvanized the SunnyD internal teams, customers and consumers, and was responsible for a net 12% sales increase in test markets.