THE CHALLENGE

Launching an alcoholic product under a decades-old kids'-drink brand is a tightrope. If it's too serious it feels inauthentic to the brand's fans, too tame and it doesn't register with a 21+ audience.

THE SOLUTION

Vodka mixed with Sunny D is both obvious but also crazy and unexpected. So we leaned into the humor of it and let the concept speak for itself.

We went maximalist and campy on purpose. I worked closely with the creative director on the project to create a bombastic CEO character that would be the person to put vodka in Sunny D. The fake keynote setting sets it up as if this is the next greatest invention of the world which emphasises the silliness of it.

Initially, this product was a test product that was only released in a few places. This campaign helped SunnyD Vodka Seltzer because so successful that SDVS became its own entity under SunnyD and pushed them to create more flavors beyond the base SunnyD orange flavor.