Sunkist
Attention follows behaviour.
Brands should too.
Strategy
Digital platforms had stopped being channels for communication. They had become places where people lived parts of their lives. The goal was to participate in those spaces authentically, on the audience's terms.
Challenge
Covid-19 changed where people spent their time. As physical interaction dropped, entertainment, commerce, and community moved online. For Sunkist, staying relevant among younger Asian consumers meant being present in the spaces where those audiences were actually gathering.
Creative Execution
At the height of Animal Crossing's global popularity, we created Sunkist Island, an immersive branded destination inside the game. Inspired by Sunkist's orchards and citrus varietals, the island let visitors explore the brand through gameplay and discovery. Players could learn about different citrus varieties, seasonal produce, and branded merchandise in a virtual world built around exploration.
The experience was part of a broader regional strategy across Hong Kong, Singapore, and Japan that included livestream content, influencer collaborations, recipe partnerships, and social-first campaigns.
Results
By meeting audiences where they already spent their time, Sunkist became part of the experience, helping bridge the brand among younger consumers.
Results included:
1.4 million earned impressions
7.9 million social impressions
70% increase in page views