SunnyD And Country Music Songstress Martina McBride Encourage Moms To Share Stories Of Their Children’s Shining Moments For The Chance To Win $10,000 And A VIP Trip To Meet Martina At A Performance in Nashville
Nashville, Tenn. (March 10, 2010) — SunnyD partners with Martina McBride – Superstar and Mom – to encourage the shining moments of children in a national marketing campaign. This marks SunnyD’s first music and entertainment partnership. The partnership is a fun and exciting way for SunnyD to connect with Martina’s fans who share an optimistic and youthful outlook with the brand. The campaign includes a national TV, print and retail campaign, national consumer promotion, and concert tour sponsorship.
“SunnyD is delighted to be partnering with Martina McBride for the Time to Shine promotion. This partnership is a great fit as it brings together two enduring, spirited brands that encourage children to achieve their best,” said Mark Ozimek, Assistant Brand Manager for SunnyD. “Martina’s music is all about optimism. And since 1964, SunnyD has been bringing out the best in kids.”
“Every child has their own unique qualities and interests and as a mom I know how important it is to help nurture those attributes,” said Martina. “I love that SunnyD is celebrating and encouraging the spirits of kids nationwide and am honored they asked me to help. I can’t think of anything more important to champion than our children’s future.”
Both Martina and SunnyD believe that every child shines at something and they are celebrating kids’ bright spirits through the “Time to Shine” promotion. Consumers are encouraged to 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 Martina at a performance in Nashville! Monthly winners are also chosen to receive gifts which are scholarships and/or other prizes to encourage them to continue achieving excellent results (for example, a soccer player may receive a scholarship to a soccer camp). No one goes home empty handed because each entrant receives a free three-month Martina McBride fan club membership and access to exclusive behind the scenes footage from the SunnyD Shine All Night Tour.
As part of the campaign, Martina is featured in SunnyD television commercials which feature shadows of children celebrating in every day moments. Martina also recorded the “Shine On” jingle for the commercial campaign. In magazines such as People and Better Homes & Gardens, SunnyD print ads feature Martina and drive consumers to SunnyD.com to enter the “Time to Shine” promotion.
A new website, featuring video and audio of Martina, was also developed for the “Time to Shine” promotion. Consumers can either enter the contest, or scroll through the numerous entries that are posted on the site.
Fans will also find Martina and the “Time to Shine” promotion featured on select SunnyD bottles and on retail merchandising materials.
SunnyD’s mobile tour, including the brand’s signature VW van, will be visiting select concerts to offer fans fun and interactive experiences. Text to Screen Promotions allow fans to send messages to Martina and enter to win a new ipod fully loaded with Martina McBride music along with other SunnyD prizes. Playing into the party atmosphere of the SHINE ALL NIGHT TOUR, SunnyD will be tossing T-shirts, Beach balls, and distributing other items to the crowd during the concert. Fans receive a free bottle of SunnyD on the way out the door allowing fans to “Shine On” long after the concert experience.
About Martina McBride
One of the most spectacular voices in any genre of music, Martina McBride is a four-time CMA Female Vocalist of the Year and GRAMMY winning recording artist with more than 18 million in album sales and 23 Top 10 singles, including six that hit #1.
The breadth of her talents – as recording artist, producer, songwriter, and concert entertainer – has made her an in-demand performer and personality, appearing on such high-profile programs as VH1 Divas (singing with Jordin Sparks), Dancing with the Stars, the Today Show’s “Today Throws a Wedding,” American Idol, The Bachelorette, Private Sessions, a 20/20 special, and much more.
Celebrated for her beauty and sense of fashion, as well as her everywoman perspective in life and music, Martina is a wife and mother of three who has been featured on the covers of publications like Redbook and Shape.
Among her hits are such anthemic and empowering songs as “Independence Day,” “This One’s for the Girls,” “Anyway” and “Ride,” all of which have underscored her incredible popularity as one of music’s preeminent female vocalists. Her latest album is the chart-topping Shine, which includes her beautiful current single, “I Just Call You Mine.”
About the Sunny Delight Beverages Co.
Sunny Delight Beverages Co., based in Cincinnati, OH, is a leading producer of juice-based drinks in North America and Western Europe. The company is dedicated to helping Moms improve the vitality of their families by creating and marketing more wholesome beverages. Privately held, the company’s brands include SunnyD citrus punch, Elations, FruitSimple fruit smoothies, Fruit F2O flavored waters, VeryFine 100% juices and juice drinks, and Bossa Nova “superfruit” beverages.