SUNKIST ORANGE SODA
Rescuing a Brand by Returning to its Roots

PROBLEM: Former market leader marginalized by competitive launches - Pepsi’s Slice, Coke’s Minute Maid – Sunkist volume was down over 50% and a scared client had walked away from the historic brand positioning.

SOLUTION: Spent a year lobbying for a return to an updated version of the brand’s essence: young people on the beach; took the initiative to recommend this new campaign and strategy at a meeting with the bottler executive committee.

RESULTS: Renewed bottler support, doubled Sunkist business and possibly saved the brand from extinction.