SunnyD, a nostalgic favorite among Millennials, sought to reinvent itself for Gen Z—a generation known for its skepticism toward traditional advertising. To stay relevant, the brand needed to cultivate an authentic, engaging personality that resonated with Gen Z while still appealing to Millennials.

SunnyD embraced a self-aware, community-driven approach, engaging directly with fans on social through comments, DMs, and by sharing and rewarding user-generated content. By speaking Gen Z’s language and fostering real interactions, the brand positioned itself as more than just a drink—it became a relatable online personality. Additionally, SunnyD’s playful, snarky engagement with other brands sparked viral conversations, further cementing its relevance.

• Successfully reconnected with a new generation.

• Multiple viral moments

• Grew Organic Impressions

• Increased Engagements