SunnyD Campaign Marks Repositioning To Target Gen Z

A new SunnyD campaign — its first national ad campaign since 2015 — marks a shift to targeting Gen Z tweens and teens, ages 13 to 18.

The brand, which traditionally has targeted the mothers of children and young teens, has seen sales decline in recent years as consumers have increasingly turned to low- and no-sugar beverages.

A 6-ounce serving of SunnyD (originally Sunny Delight) offers 100% of the recommended daily Vitamin C intake, but about 10 grams of sugar, or nearly 28 grams of sugar per 16-ounce serving. The drink, which comes in about 15 flavors, contains high fructose corn syrup, sucralose, and artificial flavors and colors, and contains 2% or less of concentrated fruit juices, according to the ingredients information in its website.

The brand — which also has a new logo and website and revamped social channels — will run the new campaign across national and local TV, national Hispanic TV, cinema, streaming video and paid social platforms including MTV, VH1, Spotify, Pandora, YouTube, Hulu, Bravo, Lifetime, Unimas and Galavision. Media Storm handled media.



The creative, from the independent agency Terri & Sandy, features a new brand tagline, “Boldly Original.”

The high-energy spots (anthem video below) and digital content, directed by Brazilian directing team Alaska, show a diverse group of teens and tweens drinking SunnyD in between activities ranging from acrobatics to robot-building.

The videos are backed by an original track from DJ Kass, whose “Scooby Doo Pa Pa” went viral on YouTube earlier this year.

The campaign includes :60, :30, :15 and :06 spots and behind-the-scenes interviews with the featured teens, plus companion interactive digital and social content created by SFG, and PR and influencer marketing programs managed by 360PR.

SunnyD’s sales declined from nearly $292.8 million to $188.8 million between 2005 and 2014, according to Euromonitor International data cited by The Wall Street Journal, in reporting Sunny Delight Beverages’ acquisition by private-equity firm Brynwood Partners in early 2016. The company was merged into Brynwood’s Harvest Hill Beverage Company, which produces Juicy Juice, Little Hug and Daily’s Cocktails. 

Launched by Florida-based Doric Foods in 1963, the brand was acquired by Procter & Gamble in 1989, and sold to J.W. Childs Associates LP in 2004, which later sold it to Brynwood.

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