Sunkist burst into urban city centres in August to bring a wave of Californian summer, surf and sunshine to thousands of people as part of a major marketing drive for the brand.
Models in board shorts and bikinis handed out thousands of free cans of Sunkist over five days from 18th August in Manchester, Leeds, Bath, Oxford and Nottingham with the aim of reaching 60,000 of the Sunkist teen target market.
The sampling activity supports the launch of a nationwide marketing campaign that promotes Sunkist as a way of bringing summer living into the city centre with the strapline ‘catch a Sunkist moment’.
Sunkist has been developed as the perfect choice for teenagers and young adults with a bold, bright Californian surf design, a fantastic taste and great value price.
Another major marketing campaign revolves around targeting the leading tabloid newspapers and ‘lads mags’ such as FHM and Zoo and a tour of the top radio including Radio One and Heart FM by Big Brother babe and Beyonce lookalike, Rachel White. Sunkist brand manager James Nichols said: “Sunkist will be creating good summer time vibes amongst consumers and the trade with this new brand investment. It has a look and feel that our teen audience want to be associated with and its bold and bright colours means it really stands out in store to attract sales. We’ve been able to offer Sunkist at an incredibly low price at wholesale so retailers can make great profit margins but also pass on the saving to the teen consumer who might have less cash.
It’s available in pretty much every Cash & Carry and there’s a great range to offer shoppers, making it a ‘must stock’ brand.”
Sunkist re-launched its range in May with three new refreshing fruity flavours. Summer Fruits, Orange & Passion Fruit and Lemon & Lime flavours were added to the existing portfolio of Orange, Lemon and Tropical. Orange & Passion and Summer Fruits are both top selling flavours in other categories but previously not available on the market as a carbonate, which means it has the potential to bring more consumers in to the category.