Sunny Delight Beverages Company has appointed the Water Cooler Group's Media Storm as its media buying and planning AOR for SunnyD in the U.S. and Canada following a competitive pitch.
The shop's scope of work includes all media planning and buying across traditional, digital and social media, but no social content development or community management, said Sunny Delight CMO Mike Burton.
Mr. Burton added that Media Storm stood out in the review -- conducted by External View Consulting Group -- because its approach best aligned with the brand's growth goals for 2016. SunnyD is looking to "recapture" its core target audience of "Sunny seekers," or millennial parents who grew up with the brand and want to reintroduce it to their children, he said.
The company's budget for marketing spend is between $20 million and $30 million.
Mediavest, which has worked with the company for the last 11 years, declined to participate in the review. Representatives from the incumbent were not immediately available for comment.
In addition to Media Storm, Sunny Delight brought on Water Cooler Group's Juba Plus to work on analytics and media-mix modeling for the SunnyD brand.
Media Storm will also work closely with SunnyD's creative agency Grenadier to help bring its brands to life. The brand is in the process of figuring out its PR agency needs, said Mr. Burton.
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."
Sunny Delight, which spun off from Procter & Gamble in 2004, earned $457.4 million in revenue in 2014, according to Cincinnati.com's list of the city's top 100 private companies.