Sunny Delight Shines for Carrafiello

CHICAGO Sunny Delight has named independent Carrafiello Diehl & Associates lead agency on its account, according to the shop.

The Irvington, N.Y., agency had previously handled a test-market assignment for the company’s FruitSimple drink. On the basis of that project, the Cincinnati client awarded general market and children’s advertising duties for the flagship SunnyD drink, as well as other brands, to the shop.

“Carrafiello Diehl has shown us that they listen, push back when appropriate, and are always looking for ways to make it happen,” said Rick Zimmerman, svp, marketing and innovation at the company, in a statement. “These are the characteristics of a great partnership, and we look forward to working with them to establish FruitSimple as a market-changing brand and to reenergize the SunnyD brand.”

In April 2004, Procter & Gamble spun off its Sunny Delight brand to a private investment firm. The company’s last known agency was Publicis Groupe’s Saatchi & Saatchi in New York.

Sunny Delight spent just over $30 million on domestic advertising last year, according to Nielsen Monitor-Plus.