Eleanor Edwards
Brand Manager, Sunny D
October 13, 2023
Knowlton have been a fantastic agency to work with for our new social campaign. Their creativity, campaign delivery and execution have all been second to none, as well as being able to provide real time results and analytics. Can’t fault the team’s enthusiasm and their ability to push boundaries and think outside the box!
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Sunny D approached Knowlton with a mission: to rebuild trust with their original fans while introducing the brand to a new generation. After years of being associated with high sugar content and artificial additives and even a high-profile incident where a girl turned orange the brand had taken bold steps to reformulate its product with reduced sugar and natural ingredients.
Our goal? Use a creative campaign to highlight these positive changes while celebrating the nostalgia of Sunny D’s 90s heyday, positioning it as a healthier yet still iconic choice.
Sunny D needed to overcome significant obstacles to regain its place in the UK market:
Sunny D needed to overcome significant obstacles to regain its place in the UK market:
We developed a multi-faceted campaign rooted in nostalgia, humour, and shareable content to capture attention and inspire engagement.
Strategic Talent Selection
We enlisted 90s icons Shaun Williamson (Barry from EastEnders) and Dave Benson Phillips (Get Your Own Back) to bring the campaign to life. Their fun personas and deep connection to 90s culture created an immediate buzz and gave the campaign a relatable, light-hearted feel.
Interactive Social Campaign
We invited audiences to participate in the campaign by voting for their favourite Sunny D ambassador using the hashtags #ShaunyD or #SunnyDave. This interactive element not only encouraged user-generated content but also amplified reach and engagement.
Humorous Acknowledgment of the Past
Recognising Sunny D’s controversial past, we embraced a self-deprecating, humorous tone to address prior criticisms. By playfully referencing the infamous “orange girl” incident, we showcased the brand’s ability to evolve and laugh at itself a refreshing message that resonated with fans.
Social Media Optimisation
The campaign’s main creative assets were tailored for different platforms, including TikTok, Facebook, and Instagram, ensuring maximum engagement across various digital landscapes.
Nostalgic Video Content
The campaign featured Shaun and Dave engaging in a playful rivalry to become the new face of Sunny D, with iconic nods to the 90s embedded throughout. Memorable moments included Shaun’s dry humour and Dave’s signature exuberance, creating laugh-out-loud scenes that fans couldn’t resist sharing.
PR and Media Push
The campaign gained widespread coverage in national press, including LADbible and Mail Online, where the humorous tone and nostalgic appeal caught the attention of both journalists and audiences.
Interactive Social Media Engagement
By encouraging audiences to vote and share their own 90s memories, we built a deeper emotional connection with Sunny D fans. This, combined with targeted paid campaigns, ensured the message reached both nostalgic Millennials and curious new audiences.
