Final Sunny D Advertising Campaign

Posted on youtube, however, had black screen behind, which is so annoying. Also, has sound.

Logo and Slogan

Obviously in an advert the brands logo and slogan is needed. I choose the new Sunny D logo as it is fresh and bright and the slogan 'Release the power of the sun.' This links to my advertisement as the setting is a poolside, on a hot summers day.

Shot 17

This is the last shot of the Sunny D on the table, outside. The camera shoots back to the outside scene and it will dolly in on the logo, tag line and slogan. The shot will include text to say, 'Don't worry, Sunny D won't turn you orange!' and also 'Release the power of the sun.' A classic Sunny D Slogan. The character Heidi is also crying and you hear this over the shot.

Shot 16

Shot 15

Back to the living room, and Earl is laughing at his wife, which makes it worse and says 'Don't be silly its not the Sunny D, its the fake tan!!' Heidi is crying as can be seen by her face and is distraught. It is a close shot of both characters in their living room.

Shot 14

Shot 13

Now the character turns to the side so the audience can see her facial expression and body. She is gobsmacked and shocked, and has turned completely orange. She whines, 'The Sunny D's turned me orange!'

Shot 12

Back to the bathroom scene, Heidi takes a look in the mirror. The shot is closer up, and you do not see all the characters body. It has also turned orange. She screams, 'OMG.' The self tan bottle is laying down on it's side by the sink.

Shot 11

Both man and wife are inside, Earl facing away so he cannot see Heidi. This shot is inside the living room and Earl is relaxing on the couch watching television. Heidi is annoyed at him and moans, 'Why didn't you wake me? now I'm going to be late.' The audience can see she is bright orange however, she or Earl does not know.

Shot 10

In this shot Heidi heads in side and you see her walking towards the house. Again she makes contact, her foot moves in the passing position, she goes, up, down and makes contact again. This is repeated until she reaches the house. It is a long shot and shows the garden and house. She shouts 'Earl'.

Shot 9

This shot shows a close up of Heidi on her lounger. She has woken from her slumber and sat up, shocked she fell asleep. The camera will dolly in close on the subject and she says to herself, 'God, what's the time?!' worried.

Shot 8

Shot 7

This shot plays a short clip of music, a Bob Marley remix. This will be music coming from Heidi's ipod. In this clip, she is snoozing on her lounger by the pool. Her lounger has turned around as she is facing the sun which has moved. Earl is in the pool, leaning over the edge, bored as he is left to amuse himself. There is also a rubber ring floating in the pool, showing a fun setting.

Shot 6

Here, the character is walking in the garden back to the pool. Her husband Earl is on the roof, doing some DIY. The shot is a close up of Heidi in the front and a long shot of the setting, including their large house, showing their lifestyle. The husband shouts out 'Don't get burnt' to his wife and she shrugs him off, rolling her eyes. It has obviously happened before. She is walking and this starts with contact, the passing position, up then down and contact. This happens during the shot as she is walking to the pool.

Shot 5

The bathroom scene. The room is clean, white and modern, perfect for a self obsessed women. In this shot the self tan bottle is on the side, and the character is looking in the mirror, posing getting ready to tan. She says 'Clarins or St Tropez?' to her self.

Shot 4

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There will be a close shot of the Sunny D bottle on the table in the kitchen. The camera will pan down from Earl to the drinks.

Shot 3

This shot is of Earl, the husband in the kitchen, preparing a Sunny D beverage for his wife. He says 'OK' and the camera will dolly in on him, showing the setting of the whole picture, and then focusing on him and the drinks. He is used to doing everything for his wife.

Shot 2

The setting is the same, however on the screen it will say 'Earlier that day...' flashing back to the character talking to her husband and asking him for some Sunny D, making a focus on the product I am rebranding. She will say 'Earl get me some drink, Sunny d.' She is very bossy and spoilt.

Story board for new Sunny D Ad - Shot 1

The first shot is a dolly shot, and the camera will dolly in on the subject, i.e Heidi. It is a long shot with the whole setting showing at the start and then the focus on the character. The setting is in an American house, in LA, at the characters poolside. She is relaxing in the garden, tanning, with her Sunny D beverage on the table next to her. She will say, 'ahh, how relaxing.'

Orange Look - when character will turn orange

Main character - Possible characters

The setting - Possible locations

The style and feel i want for my ad.

From researching the style and feel i want for my ad campaign, the tv programme that would relate most is 'My name is Earl.' This is because it is an American programme with dim-witted characters. Below are some pictures showing the characters:

Idea for new ad campaign

Starts with a typical blonde bimbo in LA, peroxide hair, gym toned, american, dumb blonde. She is relaxing and laying in her garden on a lounger, next to her pool on a hot summers day, basking in her bikini under the rays of the sun, with no care in the world. She is sipping her Sunny D in a cocktail glass, with the bottle next to her on a glass round table.

A clip shoots to 'Earlier that Day...' and the women shouts to her husband bossily, 'Bring me some SunnyD.' and he brings it out to her. She is a spoilt bossy brat. He brings it out, shouting at her, ' Ok, I will, wait a minute.'

Then she goes inside, to apply her new fake tan, using a spray ran, all over, to prepare for her evening out.

We then see her go back to the sun lounger, and she is laying on the lounger, enjoying her Sunny D and ipod, before falling asleep.

She later wakes up and looks at her clock, and realises she is late to get ready. Running inside shouting to her Husband, 'Why didn't you wake me up!.' He is lazily watching tv and eating. She keeps shouting at him, then throws something at him.

She then goes to the mirror, takes one look and screams! 'Billy, I've turned orange. It must be the Sunny D!.' She is crying hysterically.

Billy plods in with her fake tan bottle and says, 'honey, I think it was your fake tan, ' Showing the bottle saying 'Deep Orange Colour.'

Then she is just staring in the mirror crying.

Then there is a voice over and a shot of the Sunny D product.

'Dont worry, Sunny D won't turn you orange!'

Sunny D Football Ad

Sunny D Ping Pong Ad

Two of the brands new American ad campaigns include a sport theme, using ping pong and football. The ads are fun and fast, using the drink bottle to play with a teenager. These ads are a great way to relate to youth and also promote a healthy lifestyle.

Shadows Sunny D Ad

American Sunny D ads - Martina McBride-Shine On

In America singer Martina McBride has teamed with Sunny D to produce commercials, that involve her singing. They are aimed at children, and each one uses the 'shine on' song.

'Sunny taste, sunny spirit, Sunny D brings out the best in kids. Sunny D open a bottle of sunshine.'

Website

Here is the American Sunny D website, showing the range of drinks that they actually sell in America. The English site, is not working, and I want my advertising campaign to be shown in America. The first range is Blends, which are colourful combos. The second range is original-established in 1964, and the third Enhanced, with added vitamins and reduced sugar.

Most recent Sunny D advert

This is the most recent Sunny D advert, and still it focuses on the same theme and setting as all the past adverts. Such as the mum, the fridge, the kitchen and the drink. However, due to the need to promote how the new drink is a healthy drink with nothing artificial in it at all. They have taken a fun, comedy edge by making the mum turn in to a 'ninja' saviour and fighting off the added sugar and artificial colours.

Ad to promote how the drink will 'help grow bones'

Sunny D Smoothies, including vitamin d and calcium to promote a healthy drink

Sunny D advertised on a ' Parent & Child' Magazine

Old Sunny D Print Ad

I have been looking for billboard or print ads for Sunny D, however, it just seems that they just produce film advertising campaigns. I did find this one poster however, again showing the target market of mums and children.

Target Audience

The target audience that Sunny D is aimed at are children and teenagers. All their ad campaigns are directed to this age range, with the focus on a fun, sporty, young theme. As the BBC News said, it had 'mum' appeal, as 'children lapped it up.' A quote from a consumer: 'It was really pressure from my children. They saw it advertised. I think they drank it at their friends and they kept asking me to buy it. They thought it was orange juice and they wanted to take it to school so I thought well it's like orange juice, it's healthy and I went and bought it from the chill cabinet.' I want to change this target audience to adults, as this has not been tried by the brand, and I feel would be a good way to improve their popularity and image.

Promotional Campaigns

1. Mid 1990s, Reach for the Sun Bottle Hunt. This was a game, which consisted of graphics depicting sunny d bottles being incorporated into American websites. The public were encouraged to use the newest search engines in combination with the game, and riddles that the company was setting. Over 4, 000 prizes were given out over the three times the competition was run, which ranged from tee-shirts to college scholarships.

2. This was mid 2009, to promote the new Sunny D smoothies. The company linked with Food Lion supermarkets which involved Peel n Taste samplers in the aisles where the Sunny D drinks were.

Elmwood Re-brand

'Sunny D is a great brand to work on. Although it has suffered in the past from negative publicity, they have come back with a great refreshed image. Elmwood’s job was to communicate all their hard work on pack, in an engaging and believable way.'

-Sarah Wade, Elmwood account director

American bottle design

Spain and Portugal bottle design

They still go by the name of Sunny Delight

Before and After - Rebranding in UK 2009

Brand Consultancy Elmwood have rebranded Sunny D in the UK

The new product has taken three years to develop and focuses on natural ingredients. The brand now will show images of 'californian surf culture, aiming to capture a healthy, outdoorsy feel.'

Sunny Delight Rollerblade in the desert commercial - 1992

I prefer this advert to their others, as it is quite up beat, fun and makes you feel the drink will really quench your thirst. It also uses De Veau Dunn and Chris Edwards who were popular at the time in America.

Sunny D Commercial Spoof

This is a spoof to do with Sunny D. Just showing how typical the 'fridge' scene is used for advertising by the brand. They need to step out of the box and try something different, as otherwise that is all they are known for.

1980's Sunny Delight Commerical

This is the oldest advert I can find, combining drawing and film, with a target audience of a very small child.

1998 Sunny D Commercial

This commercial is a few years later than the one below, however, all elements are the same except the characters. They have literally just gone with the times, and used the children who they are targeting at. The music, the drink, the scene, the fridge is kept the same.

1994 Sunny Delight Commercial

Stewie from Family Guy drinks Sunny D

The history of Sunny Delight

The drink started being produced in Florida in 1964, with the name Sunny Delight and was bought by Procter and Gamble until recently. In 1996, it was launched in the UK, with a £10 million promotional campaign, which led to it being the third best selling drink in the UK, behind Coca-Cola and pepsi. The product contains less than 2% juice, with its main ingredients being water and corn syrup. This led to people questioning how healthy the drink actually was, as it was being marketed as a healthy alternative to soft drinks. Then there was the rumour of a girl who turned orange, due to the products use of Beta Carotene for colour after she drank to much Sunny Delight. At this time there was also an advert produced by the company showing a snowman turn orange, which led to the downfall of the product due to the rumour at the time. In 2001, sales were halved and the drink was re-launched with a new design in 2003 as Sunny D. This now contains 70% fruit juice with no added ingredients or added sugar.

New Sunny D bottles

Sunny D old school bottles

One of our favourite past time drinks, Sunny Delight

From thinking about the type of genre and effect I wanted my animation to create, I decided to go with my idea to create an advertising campaign for Sunny Delight as I felt it had scope to have a comic take on the brand. Apart from drinking and hearing about the drink in my childhood, I have not heard anything about it since. This is why I want to regenerate and re advertise the brand, to appeal to a new target market and get the product out there again. It was also aimed at a young market, such as children and teens who want juice on the go, whereas, I want to aim for an older market and try to get the drink to appeal to them.