An iconic brand in western Canada since the late 1950s, SunRype has grown and maintained a strong brand presence in juice and fruit snack aisles across Canada. As consumers shift their buying behaviour – more on-the-go snacking and refreshment beverage occasions – the company is evolving their product portfolio from family-oriented fruit-forward products to reach a wider audience and cater to new snacking and health trends.
In late 2017 SunRype asked us to help them promote three products for 2018; two existing beverages, Slim and Sparkling Tea, and to launch one new chocolatey snack, Good Bites.
We created an integrated campaign designed to establish ownership around the unique taste attributes of Sparkling Tea across western Canada. A series of cheeky transit posters, radio, digital ads and videos supported the idea that Sparkling Tea was…. something else. Lifestyle influencers on Instagram showcased the product as the must-have refreshment for summer get-togethers.
A totally new type of healthy on-the-go snack option for SunRype, our challenge was to create awareness and drive trial nation-wide in the highly competitive snack category. In-store demos and lifestyle influencers on Instagram helped showcase where to find the product in-store. Our creative approach explained how only a few simple ingredients created a good-for-you indulgence, which came in two flavours. Our stop-motion animation tv spot, radio, digital ads, and billboards all proclaimed “Love at First Bite.” It proved to be true. Consumers all across the country ate them up.
At only 10 calories per glass, Slim is on-trend with consumers’ desire for lower sugar, lower-calorie options. To broaden the customer base and position Slim as an everyday beverage, our strategy was to drive home the 10 calorie product attribute and position Slim as a guilt-free way to reward yourself by “Taking 10.” Our video campaign featured our target group ‘Taking 10’ in various situations. Retail featured prominent 10-themed shelf-displays and in-store sampling to drive awareness and trial. Our digital campaign used display and video. Targeting lifestyle influencers also proved successful, helping bolster sales nationally.