Sunkist[1]

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quick 5-minute presentation for my ADV350 course.

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Sunkist[1]

  1. 1. Sunkist Soda Aims for ‘Awesome’ Created By: Lauren Halverson
  2. 2. New Brand Repositioning -Targets trend savvy teens and young adults -Power of Youtube, Facebook and Myspace -“Super Team Awesome” -Twist ordinary situations
  3. 3. Car Vs. Deer New Brand Repositioning “ Team Awesome” Break Dancing Grannies Sunkist Soda.com
  4. 4. 12 Ounces of Awesome “ 12 ounces of awesome pitch” -partnered with Myspace music property The List -to offer users concert listings and footage, event updates and free shows
  5. 5. 12 Ounces of Awesome -Videos were posted on Youtube -Being promoted on Twitter -Website hosts a # of contests
  6. 6. The “Flippin’ Awesome” Contest *Contest asks users to contribute their own videos or pics that they think are AWESOME for a chance to win one of 60 Flip Video camcorders *Users can also paste links to videos, pics, articles or sites they think are worthy if they don’t have their own material
  7. 7. Multiple Touch Points *Brand expects to generate two billion impressions among it’s demographic this summer * “Sunkist fans are young adults who are mobile. Live online and love music-we just can’t rely on traditional marketing.” *Use of multiple touch points with engaging content
  8. 8. Social Media Network Success “ Chocolate Rain”=success on social media networks -Posted in 07, had over 37 million views by early 2009 Power that user-generated content can have on leveraging a brand Twisting ordinary situations into hyper-fun events
  9. 9. Questions 1. Do you think that this use of non-traditional advertising will reach Sunkist’s target market and the campaign will be successful? 2. Do you think that more companies will move to non-traditional marketing in the next year because of the rise of social media networks?

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