SunnyD’s New National Campaign from Terri & Sandy Reminds GenZ to Drink to Its Own Beat
By thelaegotist / /
In its first national marketing push since 2015, Harvest Hill Beverage Company brand, SunnyD, has unveiled a catchy new campaign targeting, and featuring, its core GenZ audience. This marks the first work from independent advertising agency, Terri & Sandy, which was awarded the iconic beverage brand’s business back in October 2017.
At the heart of the campaign is a :60 anthem spot coined “Boldly Original,” also the brand’s new tagline. Terri & Sandy tapped hot Brazilian directing team, Alaska, to direct the spots, which also feature a new track from DJ Kass (of “Scooby Doo Pa Pa” fame), called Menea Ese Pon. The spots will appear in varying :30, :15 and :06 versions throughout the campaign, along with behind-the-scenes videos featuring some of the spots’ most compelling characters.
https://m.youtube.com/watch?v=_vfSoGHs#
“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.”
The campaign is running national and local TV, national Hispanic TV, cinema, streaming video and paid social on properties including MTV, VHI, Spotify, Pandora, YouTbe, Hulu, Unimas and Galavision.
As part of its overhaul, SunnyD has also refreshed its logo, website and social channels.
Client: Harvest Hill
Brand: SunnyD
President & CEO: John LeBoutiller
CMO, SunnyD: Jim Gerbo
Sr. Marketing Manager, SunnyD: Kelly Bivens
Music: DJ Kass
Song: Menea Ese Pon
Agency: Terri & Sandy
CEO & CCO: Sandy Greenberg
CEO & CCO: Terri Meyer
Creative Director: JP Gomez
Creative Director: Sam Mazur
Art Director: Simin Lim
Copywriter: Kelly Cabaniss
Executive Producer: Greg Tharp
Director of Strategy: Tracy Chapman
Strategic Planner: Molly Burns
Integrated Account Director: Drew Schwartz
Account Supervisor: Emily McCormick
Account Executive: Luke Martin
Production Company: Iconoclast
Director: Alaska, Iconoclast
Executive Producer: Valerie Romer
Producer: James Graves
Editorial: Whitehouse Post
Editor: Adam Marshall,
Junior Editor: Devin Stevens
Producer: Pamela Heller
Conform: Carbon
Color: Nice Shoes
Colorist: Chris Ryan
Sound: Nutmeg
Sound Designer/Mixer: Frank Verderosa
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