Sunkist launched a brand repositioning campaign this week geared toward trend savvy teens and young adults. Understanding that this target group needs to be engaged at multiple touchpoints, Sunkist built an interactive website with videos (created by both Sunkist and consumers), free downloads, webisodes and a fun forecast map. The "Awesome Team" is also traveling to country promoting the new positioning and spreading the awesomeness.
How successful this campaign will be largely depends on the ability of Sunkist to completely own "awesome". Can an orange flavored can of carbonated sweetness really stack up to the definition? Is Sunkist really the only awesome soda out there?
--Stacy Cohen
