Sun Pacific's Cuties Continues to Shine with Millennial and Gen X Parents During 100 Days of Sunshine
- by Robert Schaulis
PASADENA, CA - California Cuties season is winding down on this month, and the results are in for Sun Pacific’s 100 Days of Sunshine campaign. The numbers are exceptionally sweet with at least on important target demographic—millennial parents. The company’s flagship brand reported an increase in both preference and purchase intent among said parents.
“The positivity of our brand and family-friendly focus resonates with parents,” said Howard Nager, Vice President of Marketing and Business Development at Sun Pacific. “Our goal this season was to nurture deep, long-lasting relationships with parents to increase engagement, brand preference, and drive customers to our retail partners. 100 Days of Sunshine was more than a campaign. At a time when families across the country needed it the most, Cuties reminded them to share sweetness and kindness with those around them.”
The 100 Days of Sunshine campaign kicked off November 1 and concluded on National Random Acts of Kindness Day on February 17.
Cuties joined with youth research firm Smarty Pants to undertake a 2017 Brand Love study after the wrap of its 100 Days of Sunshine, and marketing research by W5 shows that Cuties remains the preferred mandarin brand of parents, posting an 11-point increase in preference compared with its top competitor.
According to a Sun Pacific press release, Cuties’ innovative partnership with iHeart Media and social influencers during 100 Days allowed for custom experiences with audiences and approached nearly half a million impressions across social, radio, digital, events, OOH, and retail. Highlights of the campaign included social contests with prominent iHeart Media personalities such as Mario Lopez and Bobby Bones and a Cuties Correspondent contest that sent two kid correspondents backstage at an iHeart Radio Jingle Ball concert in Miami, Florida, to interview celebrities. And, in January, Cuties fans shared stories of kindness with the hashtag #ShareSomethingSweet to win thousands of dollars in cash prizes. Contests were activated on Facebook, Twitter, and Instagram and garnered nationwide entries.
Additionally, hundreds of popular parenting, food, and lifestyle influencers participated in the campaign. The Glitter Guide, Savvy Saving Couple, and Domestic Superhero, among others, curated DIYs, recipes, and family-friendly activities—and reached more than 36 million parents and fans. Cuties shared content on its social channels—resulting in 200 percent growth for the company’s Facebook and newly-launched Instagram page.
Nager added that California Cuties will be available through April or until supplies run out—with counter-seasonal Summer Cuties returning to stores in June.