Sunkist Crossing
Sunkist Crossing
Sunkist is all about sharing real moments over citrus. So when COVID-19 upended that, we needed to create a space we could still gather over citrus, safely.
Client
Sunkist
Year
2020
Category
Food & Beverage
Challenge
Challenge
In 2020, COVID-19 completely changed how we connect with one another. Whether it's travelling, sharing a meal, or spending time together. Social distancing pushes us further apart than ever before. In Asia, Sunkist relies on experiential events to raise awareness of the brand and communicate its brand promise "Share What's Real". With all live events cancelled, how could we reach our millennial audience while the fruits were still in season?
In 2020, COVID-19 completely changed how we connect with one another. Whether it's travelling, sharing a meal, or spending time together. Social distancing pushes us further apart than ever before. In Asia, Sunkist relies on experiential events to raise awareness of the brand and communicate its brand promise "Share What's Real". With all live events cancelled, how could we reach our millennial audience while the fruits were still in season?
Challenge
In 2020, COVID-19 completely changed how we connect with one another. Whether it's travelling, sharing a meal, or spending time together. Social distancing pushes us further apart than ever before. In Asia, Sunkist relies on experiential events to raise awareness of the brand and communicate its brand promise "Share What's Real". With all live events cancelled, how could we reach our millennial audience while the fruits were still in season?
Strategy
Strategy
We identified that millennials were returning to online gaming and spotted the opportunity to bring our fresh Californian growing citrus to the virtual world.
Therefore, we tapped into the explosive popularity of Animal Crossing and created a space celebrating the sense of community that’s fundamental to Sunkist. We created one of the first virtual brand activations in Animal Crossing with a custom-designed space inspired by our California-grown Valencia oranges.
We identified that millennials were returning to online gaming and spotted the opportunity to bring our fresh Californian growing citrus to the virtual world.
Therefore, we tapped into the explosive popularity of Animal Crossing and created a space celebrating the sense of community that’s fundamental to Sunkist. We created one of the first virtual brand activations in Animal Crossing with a custom-designed space inspired by our California-grown Valencia oranges.
Strategy
We identified that millennials were returning to online gaming and spotted the opportunity to bring our fresh Californian growing citrus to the virtual world.
Therefore, we tapped into the explosive popularity of Animal Crossing and created a space celebrating the sense of community that’s fundamental to Sunkist. We created one of the first virtual brand activations in Animal Crossing with a custom-designed space inspired by our California-grown Valencia oranges.
Execution
Execution
Sunkist Island welcomed gamers from Hong Kong, Singapore, and Japan, where they experienced how Sunkist came to life digitally. Visitors toured our groves, modelled our fashionable Valencia orange and Sunkist lemon-themed outfits, and took home citrus artwork to decorate their own island.
Sunkist Island welcomed gamers from Hong Kong, Singapore, and Japan, where they experienced how Sunkist came to life digitally. Visitors toured our groves, modelled our fashionable Valencia orange and Sunkist lemon-themed outfits, and took home citrus artwork to decorate their own island.
Execution
Sunkist Island welcomed gamers from Hong Kong, Singapore, and Japan, where they experienced how Sunkist came to life digitally. Visitors toured our groves, modelled our fashionable Valencia orange and Sunkist lemon-themed outfits, and took home citrus artwork to decorate their own island.
Results
Results
Our Sunkist Island virtual brand experience successfully engaged our millennial audience, generating over 1.4 million earned impressions, 7.9 million social media impressions, and driving purchase intent with a 70% increase in page views.
Our Sunkist Island virtual brand experience successfully engaged our millennial audience, generating over 1.4 million earned impressions, 7.9 million social media impressions, and driving purchase intent with a 70% increase in page views.
Results
Our Sunkist Island virtual brand experience successfully engaged our millennial audience, generating over 1.4 million earned impressions, 7.9 million social media impressions, and driving purchase intent with a 70% increase in page views.
©2025 Darryl Soh
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©2025 Darryl Soh
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©2025 Darryl Soh
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©2025 Darryl Soh
Go Back To Top