Learn how to market with the modern consumer’s wants and needs in mind at Commerceweek, July 11–12, with brand leaders from Visa, Uber, TikTok and more. Sign up now to save 35%.
For most people, SunnyD is synonymous with sticky fingers and childhood birthday parties. It’s something they probably haven’t thought about much since elementary school lunch.
When the beverage brand launched a limited-edition line of streetwear on Sept. 29, however, it wasn’t concerned about most people. It made the merchandise for an eager group of young shoppers willing to do whatever it takes to secure a branded hat or pompom beanie.
“Some fans have even gone so far as to say they’d get a SunnyD tattoo or bathe in a tub of SunnyD if it meant they could get their hands on a hoodie,” Abby Porada, SunnyD’s brand manager, told Adweek.
Porada noted the brand receives on average more than 100 DMs per week from individuals begging for SunnyD apparel.