Martina McBride is partnering with Cincinnati-based Sunny Delight Beverages Co. (SunnyD) for Time To Shine, a national marketing campaign designed to encourage “the shining moments of children.” This marks SunnyD’s first music and entertainment partnership, and the company promises a sponsorship that will “connect with Martina’s fans who share an optimistic and youthful outlook with the brand.” The campaign will include a national TV, print and retail campaign, national consumer promotion, and concert tour sponsorship.
As part of the promotion, consumers can pick up a bottle of SunnyD, go to www.sunnyd.com and share a brief story about how their child shines. The grand prize winner receives $10,000 and a VIP trip to meet McBride at a performance in Nashville. Monthly winners are also chosen to receive gifts (scholarships and/or other prizes) to encourage them to continue achieving excellent results. Each entrant will receive a free three-month Martina McBride fan club membership and access to exclusive behind the scenes footage from the SunnyD Shine All Night Tour.
McBride has also recorded a “SunnyD” jingle and will be featured in SunnyD TV commercials as well as in print ads in magazines such as People and Better Homes & Gardens.
“SunnyD is delighted to be partnering with Martina McBride for the Time to Shine promotion,” says Mark Ozimek, Assistant Brand Manager for SunnyD. This partnership is a great fit as it brings together two enduring, spirited brands that encourage children to achieve their best.”
Category: Artist, Featured, Sales/Marketing
