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SunnyD returns with Gen Z focused campaign

BY DSN STAFF

SunnyD is back and better than ever.

The Stamford, Conn.-based company, which is part of the Harvest Hill portfolio of brands, just unwrapped its new campaign focused on garnering the attention of tweens and teens between the ages of 13-to-18, otherwise known as Generation Z.

SunnyD’s new refocus involves unveiling a fresh take on its classic logo, a new website, renovated social media channels, and a new campaign created by award-winning independent shop Terri and Sandy.

“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,” John LeBoutillier, president and chief executive officer of Harvest Hill, said. “SunnyD’s taste is second to none, bursting with flavor, and 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 will kick off with spots across national and local television, as well as on streaming video, social platforms on such properties as MTV, VH1, Spotify, Pandora, YouTube, Hulu, Bravo, Lifetime, Unimas and Galavision, the company said.

At the center of the campaign is a spot titled Boldly Original, which also serves as the brand’s new tagline. Brazilian directing team Alaska produced several ad spots and digital content, featuring a cast of diverse teens who embody originality. Also included in the spots is the track “Scooby Doo Pa Pa” from DJ Kass.

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