Grenadier Wins Sunny Delight Beverages’ Flagship Brand SunnyD

Creative shop Grenadier is broadening its relationship with the Sunny Delight Beverages Co. (SDBC) and taking on marketing duties for SunnyD, the flagship brand. The win is an expansion of Grenadier’s Fruit2O account duties, which the shop has handled since 2012.

As Grenadier’s founding client, Fruit2O led the way for the Barkley-partnered shop to open its doors, and the agency’s winning work on the brand drove the wider win.

“Based on the work Grenadier has done for us on the Fruit2O brand, I felt they were the best partner to help us position SunnyD for breakthrough growth,” said Michael L. Burton, chief marketing officer for SDBC. “They have the right blend of strategic insights and inspiring creative, and with their partnership with Barkley, the deep Millennial knowledge we need.”

Grenadier’s first work for the beverage brand isn’t expected to hit until late 2015, so the creative details are still in development. However, a multi-million- dollar, multi-media buy aimed at Millennials would be consistent with Sunny Delight’s annual ad budget and prime target.

On the Fruit2O front, Grenadier has comically combatted the scourge of oversharing in a popular social media campaign that increased their Facebook social community by over 100,000 fans and engagement 10-fold. A brand-sponsored app called Dial it Back aimed to reduce Facebook’s plethora of vacation photos, food-glamour pics, workout brags and other self-indulgent updates by offering to conduct an audit of a participant’s posts. Info was aggregated into a dashboard that detailed one’s most-abused topics (e.g., “political yammering” or “sweetie mentions”), and identified patterns, such as a tendency to hoard friends or urge to indulge in selfie overexposure.

Grenadier is helping launch Sparkling Fruit2O with the soon-to-be released “Be the Bubble” campaign, encouraging moms to take a moment to rise above the craziness of the everyday.

“Being awarded SunnyD is a testimony to our relationship and the work we’ve done together,” said Rob Hofferman, partner at Grenadier. “The challenge of repositioning an iconic brand like SunnyD is what we were made for, and to be able to it for a great client partner like Mike makes it even more rewarding.”