Sunny Delight Beverages Company is nearing the end of an RFP for a media buying and planning agency to support its work in the U.S. and Canada.
Mediavest, which has worked with the company for the last 11 years, has declined to participate in the review, said Sunny Delight CMO Mike Burton.
Over the years, Mr. Burton said Sunny Delight has "never benchmarked or seen different approaches" on the media side, so the review is providing opportunities to learn and see what else is out there.
The winning agency, whose remit will also include digital, will work closely with Sunny Delight's creative agency for the last year, Grenadier, to help bring its brands to life. Mr. Burton said the company is planning "$20 to $30 million for spend."
"Where we show up is going to be as important as what we say moving forward, so I see a lot of creativity coming in 2016," said Mr. Burton.
Russel Wohlwerth, principal of the External View Consulting Group, is consulting on the review. Sunny Delight expects to select an agency by the end of November.
This past spring, Grenadier tapped into the increasingly popular trend of nostalgia marketing by launching an updated version of Sunny Delight's TV commercial from the 1990s. MTV posted an article about the spot at the time, saying the brand "won #TBT forever."
Last year, Sunny Delight, founded in 2004, earned $457.4 million in revenue for the year, according to Cincinnati.com's list of the city's top 100 private companies.