Miami Ad School - December 2014
SUNKIST
Background: In 1979, Sunkist soda was launched & hip-hop gains momentum. Since then, one has become mainstream while the other has lost steam.
Problem: Sunkist lacks street cred. The brand has not advertised since 2010 and their message is not clear.
Research: Sunkist indexes proportional across various ethnicities of young adults. Today's urban mindset transcends race and cultural boundaries.
Observation: Hip-hop culture = popular culture
Target Audience: #urbanmindsetmillennials
Insight: The pioneers made hip- hop and they can make Sunkist.
Strategy: Inspire a new generation of influencers by celebrating the original pioneers of hip-hop culture. *
* This project was presented at Miami Ad School December 2014. Sprite campaign "Obey Your Verse" was released June 2015.
