Sunkist seeks o engage a fresh, younger generation
CBX (cbx.com), a brand agency based in New York City, recently collaborated with Dr Pepper Snapple Group to refresh the packaging graphics for Sunkist® Soda, the number-one orange soda brand. Introduced in 1978, Sunkist Soda was once known for its California style.
Prior to engaging CBX, Dr Pepper Snapple Group recognized an opportunity to reposition the Sunkist Soda brand, going back to its “fun in the sun” roots and targeting teens with a bull’s-eye age of 16 years, in order to better differentiate from competitors within the orange segment. There was then the opportunity to better align the packaging graphics with the revised brand positioning – “Sunkist Soda lets you shine.” CBX was engaged for this challenge.