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Entertainment News

Monday, 6 September, 2010 8:52 PM

Martina McBride Rises and Shines with SunnyD (CMA)

Photo courtesy of Sunny Delight Beverage Co.

Martina McBride spreads the word for SunnyD's "Time to Shine" campaign.

By Brad Schmitt
© 2010 CMA Close Up News Service

For a while this year, you couldn’t turn on the TV without hearing Martina McBride sing the “Shine On” jingle for SunnyD. She appeared in national print, retail and digital ads, while SunnyD had photo booths, iPod giveaways loaded with McBride music, beach balls, glow sticks and free bottles of SunnyD at each of her shows during the “SunnyD Shine All Night Tour.” Branded trucks, tents and kiosks appeared at retail outlets, military commissaries and elsewhere, helping fans connect to the campaign. A contest, inviting visitors to “tell us how your kid shines,” drew thousands to the SunnyD Web site.

“In my two and a half years with the brand, this is the largest holistic marketing effort the brand has ever done,” said Mark Ozimek, Assistant Brand Manager, Sunny Delight.

“Shine” is the key word here. It was the title of McBride’s most recent album, which dovetailed with SunnyD’s launch of a “Time to Shine” “Kids’ Shining Moments” campaign to spotlight children’s accomplishments.

“SunnyD shares the same values as I do,” McBride insisted. “And the partnership made sense. The message and campaign is something I believe in, and as a mom I thought it was great that SunnyD was putting the spotlight on kids and rewarding them for working hard and succeeding at their individual talents.”

“Martina is a great fit,” Ozimek said, noting that SunnyD’s research identified many of its customers as Country fans. “First off, she’s a mother of three girls, and she clearly wants the best for her children. And her ensuring message about optimism matches the brand’s positioning.”

Through its “Kids’ Shining Moments” campaign, the company presented the grand prize winner with $10,000 and a VIP trip to see McBride perform at the Grand Ole Opry in Nashville. All who entered received gifts that included three-month membership in McBride’s fan club and access to exclusive behind-the-scenes footage from the “SunnyD Shine All Night Tour,” thus expanding the artist’s potential customer base. Monthly winners also received scholarships and/or other prizes to encourage kids to continue achieving.

Pictures and essays submitted for the contest were posted online at www.SunnyD.com/Martina-McBride-tour. They ranged from charming to deeply moving, such as one from the mother of a boy named Nathan: “My father became a quadriplegic three years ago in an accident. Nathan heard about the (YMCA) Kids Country Music Marathon the year after and asked if he could run for Papa, because ‘Papa can’t use his legs. I’ll run for him.’”

“Consumers came to our site to not only tell us about their kids, they also read through these stories of others. They spent time reading about other kids. Any brand loves to see people coming and actively engaging in the message we have,” said Ozimek, noting as well that his company’s partnership with McBride has extended to include a SunnyD Book Spree to deliver books to school libraries, beginning in August.

Martina McBride will appear on “CMA Music Festival: Country’s Night to Rock,” a three-hour television special to air Wednesday, Sept. 1 at 8/7c on the ABC Television Network. Hosted by Tim McGraw, the “CMA Music Festival: Country’s Night to Rock” television special also features performances by Trace Adkins, Jason Aldean, Dierks Bentley, Billy Currington, Alan Jackson, Jamey Johnson, Kid Rock, Lady Antebellum, Miranda Lambert, Martina McBride, Reba McEntire, McGraw, Justin Moore, Brad Paisley, Kellie Pickler, Rascal Flatts, Darius Rucker, Blake Shelton, Taylor Swift, Josh Turner, Carrie Underwood, Uncle Kracker, Keith Urban, and Zac Brown Band.

Visit www.ABC.com to view a series of 20 online videos of behind-the-scenes action of the 2010 CMA Music Festival.

"CMA Music Festival: Country's Night to Rock" is executive produced by Robert Deaton and directed by Gary Halvorson. The 2010 CMA Music Festival is organized and produced by the Country Music Association. "CMA Music Festival: Country's Night to Rock" is filmed in high definition and broadcast in 720 Progressive (720P), ABC's selected HDTV format, with 5.1 channel surround sound.

On the Web: www.SunnyD.com; www.MartinaMcBride.com.

AmericaJR.com is Detroit's exclusive media outlet for this syndicated weekly column!

 

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