For over fifty years, Sun Drop remained a regional citrus soda with a dedicated but small following. In an ambitious national expansion targeting millennial consumers aged 13-24, Sun Drop partnered with Viacom Media Networks and MTV to launch an innovative, youth-focused campaign. This effort, led by MTV Scratch, Viacom’s in-house creative team, combined on-air promotions, viral videos, and highly engaging social media activity on Facebook and Twitter, resulting in unprecedented user-generated content (UGC) and viewer engagement. The campaign’s success propelled Sun Drop to become the #2 brand in the citrus category, achieving substantial gains in market share, distribution, and brand awareness.
The Sun Drop campaign was awarded a Silver Effie.
The website featured 'Show Us How You Drop It,' a user-generated campaign that gave 5 winning consumers their own MTV commercial. Over 100 million impressions were recorded on the digital platform that allowed fans to upload video submissions, watch competing videos and vote for their favorites.
I designed these limited edition Sun Drop Halloween cans.
Sun Drop went on a national sampling road tour. Here’s a fleet of Jeeps that I designed.
In just under a year, Facebook's Sun Drop community grew from 50K to over 1 million. I was responsible for creative and brand art direction.
