PASADENA, CA - Sun Pacific has launched Mighties® brand kiwifruit. Leading the charge for this vibrant, new campaign is Victoria Nuevo-Celeste, Vice President of Marketing.
Victoria entered perishables through Naked Juice and Naked Coconut Water, taking the all-natural beverages to new heights as Director of Brand Marketing. She focused on brand stewardship, strategic direction, marketing execution and innovation launches for category powerhouse PepsiCo. Victoria also worked with heavy hitter Nestlé USA having brand management responsibility over several popular brands including Juicy Juice, Nestlé Hot Cocoa, Nestea and Butterfinger, among others.
Now, as the driving force behind the Mighties® campaign, Victoria hopes to take the fuzzy, brown fruit to the forefront of the fresh produce department by highlighting its dynamic characteristics, such as kiwifruit's super-fruit nutritional value, kid-friendly flavor profile and ease of eating. Mighties® is the only kiwifruit delivered ripe and easy to scoop and eat, Victoria tells me.
“In order to compete with other eye-catching produce department brands, we have added a paper sleeve around Mighties® clamshells, which feature a smiling brown kiwi with arms and legs to create a more animated character that makes it friendly and accessible especially to the young ones in the family,” Victoria notes. “We hope that our new brand allows America to discover and fall in love with this amazing fuzzy fruit."
The company’s enormous success with Cuties® brand mandarins has given Sun Pacific the right reach and consumer response to make Mighties® a true game changer within the produce category.
