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Sunny D is looking to continue its positive momentum via a new $40 million marketing push kicking off this week. Its new ads tell consumers that when they open this refrigerated orange juice brand, they “Open a bottle of sunshine.”
The spots target moms with kids 8-12, with the message that Sunny D “brings out the best in kids.” The ads show kids shadows leaping, jumping and swinging.
The push comes as category leader Tropicana has radically changed its package (see page 30) and recently debuted its own new “Squeeze—it’s natural” campaign.
Sales of Sunny D’s refrigerated fruit drinks grew 3.2
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