SunnyD Rebrands WithTerri & Sandy
- by Larissa Faw , August 3, 2018
SunnyD is returning to TV for the first time in three years
as the beverage brand undergoes a makeover to become relevant to today's tweens and teens.
The new tagline "Boldly Original" underscores the sharp new direction that the brand and
agency Terri & Sandy are taking.
SunnyD is shifting away from addressing moms and primarily promoting the product to showcase a cast of diverse teens — including a cycling acrobat and budding scientist — engaging in kid activities, like dancing and music, all alongside an EDM track from rising star DJ Kass.
The quick-edited clips, and music, are designed to capture younger viewers’ attention (and probably irritate adults).
In addition to the :60-, :30-, :15- and :06-second cut downs, there are behind-the-scenes interviews with the
various teens shown in the ad, as well as companion interactive digital and social content developed with SFG Consultants. The PR and Influencer marketing programs are managed by
360PR+.
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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 right to a new generation of SunnyD fans, on properties including MTV, VH1, Spotify, Pandora, YouTube, Hulu, Bravo, Lifetime, Unimas and Galavision.
The Harvest Hill Beverage Company-owned brand’s makeover also includes a fresh take on its iconic logo, a new website and renovated social channels.
Sample the creative here.
