Sunkist turns oranges into fashion accessories at K11 pop-up

Sunkist Growers has teamed up with Edelman to launch the "Sunkist Joocies party" limited-time pop-up at K11 Art Mall, debuting collectible citrus-themed cases and interchangeable charms where fruit meets fashion.

Running from 9 to 12 April at the popular lifestyle destination, the pop-up invited the public to grab their daily boost of Vitamin C on the go and in style. With Edelman as the exclusive agency partner, the agency led the entire strategy and execution, including creative development, PR, social strategy, influencer engagement, and earned media, ensuring a consistent brand experience across all touchpoints.

A spokesperson from Sunkist told MARKETING-INTERACTIVE that the campaign targeted Millennials and Gen Z, with a particular focus on millennial parents and their children.

Turning citrus into the season’s must-have accessory, Sunkist served up a playful blind box collection of statement citrus cases and interchangeable collectible charms, designed for mixing, matching and showing off users' personal style. Combining playful design with everyday functionality, the Sunkist Joocies orange carry case sought to make it easy to keep citrus fresh, portable and ready to enjoy anytime, anywhere.

They also feature a collect-and-swap mechanic that encourages interaction, such as exchanging charms with friends or sharing combinations on social media, helping keep the brand visible after the event.

Sunkist and Edelman created four "Joocies" characters: Buffi, Buzzi, Sunni, and Sweeti. Buffi is energetic and always on the move - perfect for running, training, or heading outdoors. Buzzi features a playful look that children will love, turning the everyday orange‑to‑school routine into a fun moment. It also comes with an easy orange snack to help top up on vitamin C.

Meanwhile, Sunni is cute, uplifting, and full of good vibes, delivering an instant mood boost while reminding everyone to refresh and recharge. Lastly, designed to be shared between friends, Sweeti is ideal for swapping to match an OOTD — easy to style, fun to mix.

Taking centre stage was a high-energy interactive challenge where participants could put their reflexes to the test by scooping orange balls into a basket to win an exclusive Joocies blind box featuring four unique designs.

While Sunkist's signature high brix navel orange - known for its rich flavour and naturally higher sweetness - is back in season, participants who successfully complete the orange-scooping challenge could receive a complimentary one to take home and enjoy.

The gamified elements seeked to create shared moments of play, making the experience fun for both parents and kids. Set inside a visually striking and photogenic pop-up, the activation was designed to encourage shoppers to stop, take part, and capture photos. It turned everyday citrus into a lifestyle experience that gently promotes healthier habits across generations.

Furthermore, the fun continued beyond the game, with photogenic display zones featuring the full Joocies range and inviting visitors to strike a pose, style their look and share their favourite moments on social media.

Beyond the physical activation, the campaign extended to owned social channels, influencer engagement, out-of-home placements within K11 Art Mall, and earned media, continuing the conversation online and maintaining activity after the on-ground experience.

Cassie Howard, senior director of category management and marketing at Sunkist, said: "Sunkist Joocies reflects Sunkist’s commitment to bringing fresh, feel‑good experiences to consumers in ways that feel modern and engaging. By combining playful design with everyday functionality, interactive moments and real product trial, we’re able to connect with families and younger audiences while reinforcing the everyday appeal and quality of Sunkist High Brix Navel oranges.” 

Amy Cheng, creative director, Edelman Hong Kong, said: "Today’s audiences — especially younger consumers and families — are increasingly drawn to experiences that allow for self‑expression and shared moments of joy. Joocies was designed in response to that insight, using collectible design and gamified interaction to turn something as everyday as citrus into a playful form of personal expression. By meeting people at the intersection of lifestyle, culture and wellbeing, the campaign reimagines how brands can stay relevant beyond a single moment.”

Don’t miss: Sunkist gives fresh twist to traditional nightlife narrative with Next Morning Bar

Sunkist has been launching various pop-ups to promote its oranges creatively. Back in April last year, Sunkist launched The Sunkist Next Morning Bar, offering visitors in Hong Kong a chance to recover from the night before with feel-good drinks early the next morning. It was a day bar borrowing the language and exciting atmosphere of regular bars, but replacing the alcohol with citrus-fueled refreshments, flipping expectations and making the morning as appealing as a night out.

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