Agency: Wunderman Guangzhou China

Campaign Strategy

There are a lot of soda beverage brands in China promoting their product as sunny, happy and fun, all key attributes in Sunkist. We needed to create an engaging digital platform that would not only differentiate ourselves but keep Chinese youth engaged throughout the campaign period. Our target enjoys spontaneous surprises that the can discover through social channels.

We needed a combination of creative content and prize winning opportunities that linked to sales. It all had to happen only on mobile and WeChat. It needed to be engaging and sharable.

Sunkist has loads of competitors these days, from new age waters to sports drinks, not to mention that carbonated soft drinks as a category have declined. It therefore needed a breakthrough and integrated engagement platform that drove to brand preference and eventual purchase.

Campaign Concept