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June 3, 2015
OJ, Purple Stuff...SunnyD? SunnyD's 20-Year Reprise
 
Sometimes, brands just nail it. Old Spice nailed it with "The man your man can smell like" campaign. Before that, Nike nailed it with the "Just Do It" campaign. Alka-Seltzer nailed it with the "I can't believe I ate the whole thing" campaign. To end the contemporaries, Wendy's nailed it with the "Where's the beef?" campaign.

There is no rhyme or reason as to why, during a certain time, in a certain place, something just takes off. This can happen to big brands, and even smaller brands.

We want to bring attention to one of the smaller guys: Sunny Delight.

SunnyD was one of those drinks many of our friends and peers grew up on (we seldom had it due to its sugar content; bummer, we know) and we all remember the options the kid in the fridge called to his friends.

Better yet, here's the commercial:


SunnyD, with the help of Grenadier USA, created a new version of the commercial. This time, it is supposed to be featuring the same group of kids, but 20 years later.

Now SunnyD's campaign is called #KeepItSunnyPeople. When watching the commercial, what feelings, thoughts, is it supposed to invoke?

Brand loyalty, we thought. To think this same group of friends continued picking SunnyD for over 20 years would be very impressive. Perhaps SunnyD is also saying that the drink is good for anyone of any age; clearly the group of friends is a little older. Maybe the company is looking to expand its market.

Or, maybe it's just an awareness tactic — knowing that people like to see things from the past, Sunny D decided to do this throwback so people who grew up on it could remember the good times and try it out again.

Whatever reason SunnyD decided to pursue it, we are pretty delighted that they did.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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