Sunkist Oranges

G Winands, G Sass, M Cullen, J McCall, M Robitaille, John Terry, A O'Brien and L Mayer

1993 and 1994 campaigns to inculcate loyalty to Sunkist oranges. Brand had very high top-of-mind awareness, but two thirds of regular users said they would buy another brand if Sunkist not available.
Agency: Bates Canada IncAuthors: G Winands, G Sass, M Cullen, J McCall, M Robitaille, John Terry, A O'Brien and L Mayer

Sunkist Oranges

Executive Summary

Sunkist needed to support its brand despite a declining advertising and promotion budget. To do this effectively, it had to focus all components of its advertising. Focus became the operating word that influenced all aspects of advertising and promotion.

Sunkist enjoyed strong, top of mind awareness (75 per cent in 1990) and all measures from tracking studies, as well as usage and attitude (U&A) studies, painted a picture of an incredibly...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands