Home » Sunkist Soda Refreshes Packaging
Beverage News Grocery News National

Sunkist Soda Refreshes Packaging


Dr Pepper Snapple Group recently enlisted the help of New York City brand agency CBX to refresh the packaging graphics for Sunkist Soda,  first introduced in 1978.

Sunkist Soda once was known for its California style, and Dr Pepper Snapple Group believed there was an opportunity to take the brand back to its “fun in the sun” roots to both catch the attention of teenagers and differentiate the brand from its competitors within the orange segment.

There was then the opportunity to better align the packaging graphics with the revised brand positioning—“Sunkist Soda lets you shine,” according to CBX.

“Since 2008, our packaging has been missing the original sun graphic, an equity that has been present for much of the brand’s history. Without it, we lost a connection to our California beach story and lacked differentiation within the orange segment,” said Eric Blackwood, director of brand marketing for core flavored soft drinks at Dr Pepper Snapple Group.

With this in mind, the CBX team worked with Dr Pepper Snapple Group to determine the visual opportunity areas for Sunkist Soda.

“The sun graphic provided us with a great platform for expressing the brand. Our opportunity was to visually express the idea of ‘liquid sunshine’—it was all about harnessing the positivity and vitality we associate with the sun and using that energy to gain relevancy with our target,” said Satoru Wakeshima, CBX GM.

The design solution, according to CBX: the playful script brandmark was refined to capture a California surf vibe, and fresh colors were introduced to give the package a sun-like glow. The reintroduction of a sun and condensation convey summer beach energy. By reversing the blue and white brand colors and staging the logo right on the sun, Sunkist Soda embodies “liquid sunshine” and stands out on the shelf.

Featured Photos

Featured Photo PLMA Annual Private Label Trade Show
Donald E. Stephens Convention Center
Chicago, Illinois
Share via
Copy link
Powered by Social Snap