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SunnyD Unleashes High-Energy Campaign to Target Generation Z

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Campaign created by Terri & Sandy for the-energised iconic beverage brand encourages a new generation to 'drink to their own beat'

SunnyD Unleashes High-Energy Campaign to Target Generation Z
SunnyD is taking the wraps off a new look and advertising campaign, 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, created by award- winning independent shop Terri & Sandy.

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.”

“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’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.”


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 coveted 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 – from a cycling acrobat to a budding scientist – who embody originality. A can’t-get-it-out-of-your-head new track from rising star DJ Kass, whose “Scooby Doo Pa Pa” became a viral YouTube sensation earlier this year, drives each spot. 

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

Advertiser: Harvest Hill

Brand: SunnyD

Chief Marketing Officer: Jim Gerbo

Senior Marketing Manager: Kelly Bivens

Executive Producer: Greg Tharp

CEO: John LeBoutiller

Post Production / VFX

Colourist: Chris Ryan

Colour Company: Nice Shoes

Conformation: Carbon

Creative Agency

Creative Agency: Terri & Sandy

Copywriter: Kelly Cabaniss

Art Director: Simin Lim

Chief Creative Officer: Terri Meyer (CEO)

Account Executive: Luke Martin

Account Supervisor: Emily McCormick

Strategic Planner: Molly Burns

Director of Strategy: Tracy Chapman

Chief Executive Officer: Sandy Greenberg

Production Company

Production Company: Iconoclast

Executive Producer: Valerie Romer

Director: Alaska, Iconoclast

Producer: James Graves

Music

Song: Menea Ese Pon

Sound Production: Nutmeg

Mixer: Sound Designer/Mixer

Music Production: DJ Kass

Offline

Edit Company: Whitehouse Post

Editor: Adam Marshall

Edit Assistant: Devin Stevens

Producer: Pamela Heller

Genres: Visual VFX, People

Categories: Soft Drinks, Fruit Juices

AJM, Thu, 02 Aug 2018 16:46:07 GMT