Sunny Delight Brings Chill to C-Stores

Cincinnati — Building on the Veryfine line of products it acquired from Kraft Foods in 2007, Sunny Delight Beverages Co. launched Veryfine Chill beverages in 2013 exclusively in the convenience store channel. Targeting 18- to 34-year-old males, the company regionally rolled out the 23-ounce cans in four flavors.To support the launch, Veryfine staged a sweepstakes running June 17 to Sept. 20 that awarded a grand-prize $2,500 and various other cash prizes. Consumers could enter on the brand’s website, once per day, with additional entries available through Twitter.“We launched the product without traditional media, relying completely on consumer engagement between in-store and social media,” says Ed Klene, associate marketing director for Veryfine. “We used historical data to help guide our decisions on the product launch and sweepstakes activation. We used an integrated approach to drive the program.”The brand promoted the sweeps through its website, social media activity and in-store displays carrying QR codes that linked smartphone users to the entry page. “We focused on placing POS on the shelf above our product,” he says. “We also used front-of-store signage and danglers/statics at the shelf.”Klene says the beverage, priced at $1, offers nutritional value – along the lines of newly popular “functional beverages” – because it contains only 100 calories per can and 100% of the recommended daily intake of vitamin C.Veryfine worked with Brand & Butter, Rochester, N.Y., for the product design and Pop Design Works, Cincinnati, for the marketing campaign. Klene declined to name specific retailers that supported the promotion.“We over-delivered results, achieving more than 20,000 entries and 1,600 new Twitter followers – this from a very regional, targeted program,” he says.

Sunny Delight Brings Chill to C-Stores

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