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Sunny Delight is determined to convince consumers that they can get the nutrients they need by drinking a zero-calorie flavored fruit water called Fruit2O Essentials. The new product line hits stores this month, backed by a campaign that broke this week.
The effort, via Carrafiello Diehl & Associate, New York, is the first new work for the brand since Sunny D acquired both Fruit2O and Veryfine juices from Kraft in 2007. The brand’s last agency of record was Ogilvy & Mather, New York, and it’s had no appreciable spending since then.
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