Sunkist solicit smiles for web campaign

Hong Kong - Sunkist has embarked on a global web campaign that will run across six markets in Asia, aimed at inviting consumers to post photos of themselves with a Sunkist smile as part of the brand's 100 years celebration.

Tim Lindgren, CEO for Sunkist Growers, said by turning the campaign into an international event, the comapny would be able to measure how people around the world connect with the brand.

In addition to the web campaign, Sunkist has also kicked off an integrated campaign this week that will run until the end of April in Hong Kong, Mainland China, Singapore, Malaysia, Japan and South Korea.

Increasingly faced with price competition in Asia, Sunkist aims to build brand equity and drive sales throughout the region targeting females between 25 to 49 with the campaign launch.

Sunkist characters will be introduced this year to build a personality for the brand and reflect the sunshine lifestyle of California as well as its functional aspect as a healthy, fresh and quality fruit.

In Hong Kong and Mainland China, a Sunkist lemon campaign will also kick off aimed at promoting lemon as a great way to spice up an ordinary dish.

A TVC and bus ads will kick off in Shanghai including a cooking game online.

DraftFCB developed creatives and handled media buying and planning for this campaign while Manning Selvage & Lee provided digital PR support.