Challenge

In recent times, there's a clear trend of consumers drinking less juice.

Like its carbonated cousin, the juice category hasn’t had an easy journey. More recently, when consumers do reach for juice, it's often private-label options they choose.

Strategy

When consumers are in the mood for juice, make sure they choose SunRype.

To achieve this, we needed a solid brand platform that reinforced SunRype's appeal, ensuring consumers reached for us over competitors and private label options.

Results

A brand platform inspired by the sun; bringing warmth and light to our lives.

We developed 'Shine On,' a brand platform that acted as a guiding light for SunRype's overall marketing and communications. We drove differentiation through light and warmth.