For 125 years, Sunkist has defined themselves as the most widely recognized name in citrus. But how does this legacy brand maintain relevance among what is perhaps the most highly targeted consumer audience in history, in an era where they have more choices than ever before? That's where we stepped in.
We launched a millennial-focused pilot marketing campaign in Pittsburgh, PA. From February – April 2017, where we executed a series of strategic activations to raise brand awareness and engage consumers while increasing visibility about Sunkist, fresh citrus, and what it brings to their lives. Tactics and activations spanned from a custom 4D VR experience, a projection mapping installation, and a collaborative mural, to social content, transit placements and out of home ads, a 2-day pop-up event, FB live stream, chef partnership, unique uses for Snapcodes and paid media placements.
"EAST MEETS WEST" COLLABORATIVe mural
POP-UP EVENT & VR EXPERIENCE
'CALIFORNIA GROWN' VR EXPERIENCE
DIGITAL OOH PLACEMENTS
A SAMPLE OF SOME SOCIAL CONTENT
TRANSIT AD PLACEMENTS
// role: creative director
// team: Jordan Atlas, Meagan Timms, Katie Zinn, Priscilla Karamzadeh, Alex Sutton, Jen D'Angelo, Michele Pappas, Ji Choi, Gabe Duran, Ben Greenberg, Amber Ventris, Matt Navinsky, Michael Fein
// production: Digital Domain, Go2 Productions, Waterproof, SuiteSpot, TH Event Production, The Malt Shop