Key Takeaways
- Goodby Silverstein & Partners was named the first-ever creative agency of record for Harvest Hill Beverage Company, owner of SunnyD and Juicy Juice.
- SunnyD is banking on millennial nostalgia and themes of togetherness to rebuild relevance.
- Harvest Hill's new owner, Castillo Hermanos, prioritizes long-term brand building over quick growth.
Everything that’s old is new again, and that includes SunnyD, the orange drink with the ‘90s tagline: “The good stuff kids go for.”
Or at least, it’s trying to be. In a bid to regain relevance, parent company Harvest Hill Beverage Company—which also owns brands Juicy Juice, Little Hug, Daily’s Cocktails, and Nutrament—has appointed Goodby Silverstein & Partners as its first-ever creative agency of record.
Goodby will help define brand strategy across the company’s portfolio while leading omnichannel creative development. The agency will work in tandem with fellow Omnicom agency, UM, on the media side.
Neither party specified the length of the contract, but Goodby CEO Sarah Thompson told ADWEEK it’s a “long-term AOR agreement.”
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