opportunity

Today’s teens have no shortage of beverage options competing for their attention. For SUNNYD, the iconic orange drink of the ’90s, we needed a fresh way to connect with a new generation. Our insights showed that to earn a spot in their lives, and their fridge, SUNNYD needed to show up on social platforms like TikTok, where entertainment and product discovery increasingly intersect and influencers play a role in purchase consideration.

approach

We set out to meet Gen Z where they already are, partnering with dozens of diverse influencers buzzing on social media about topics our Gen Z consumers cared about, such as fashion and sports. Each influencer was selected for their ability to authentically integrate SUNNYD with their personal passions and drive high views and engagement. TikTok served as the primary platform, with content syndicated to Instagram and YouTube Shorts for added reach.

results

By seamlessly integrating SUNNYD into real-life Gen Z passions, the campaign delivered the authentic cool factor needed to break through and resonate. Influencer content generated nearly 30 million targeted views, with average watch times of 30 seconds and top-performing content driving a high 7.6% engagement rate and 100 million impressions. Campaign impact extended well beyond social media, with SUNNYD sales increasing by 7% during the campaign period, according to Circana. Sunnier days for SUNNYD!