Terri & Sandy drop new campaign for SunnyD

SunnyD has always appealed to kids, but a new campaign from New York-based Terri & Sandy for the orange-flavored beverage line now targets a GenZ audience and features a new look and an action-packed TV spot. This marks the first work from the independent agency which was named the Harvest Hill-owned brand’s creative AOR back in October 2017.

At the heart of the campaign is a “dope AF” 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. He’s followed by a variety of teens and tweens, all doing their own original activities, from a cycling acrobat to a robot-dancing scientific creator to a drone-powered lounging kid to a school hallway capoeira dancer. Take a look at the :60-second video below:

“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.”

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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.

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.”

For their first campaign for SunnyD, the REEL360 team gives Terri & Sandy an A.

Credits
Client – Harvest Hill/SunnyD
   President & CEO: John LeBoutiller
   CMO, SunnyD: Jim Gerbo
   Sr. Marketing Manager, SunnyD: Kelly Bivens

Music: DJ Kass
   Song: Menea Ese Pon

Source: SunnyD