Cuties launching unapologetic marketing campaign
Cuties launching unapologetic marketing campaign
In 2002 the launch of Cuties not only sparked a nationwide love affair with mandarins, but it also defined the mandarin category and introduced millions of shoppers to this sweet, seedless delight known for its taste, adorable size and convenience. Now, Sun Pacific is launching its new Irresistibly Cute fully integrated marketing campaign to celebrate everything that makes Cuties a beloved, trusted staple for families.
“This season we’re launching a campaign that is unapologetically and irresistibly cute,” explains Sarah Deaton, director of marketing at Sun Pacific. “No other brand owns cuteness like Cuties does. We’re serving up smiles with a side of vitamin C, and we’re not toning the cuteness down for anyone.”
The Cuties Irresistibly Cute campaign was inspired by the belief that even in stressful times, joy can be found in life’s sweet little pleasures. “We’re on a mission to ‘cutify’ the world by inviting people to embrace positivity and playfulness every day. The brand naturally brings joy, comfort and even a bit of nostalgia for simpler, sweeter times,” said Deaton.
Cuties are uniquely positioned to continue spreading that happiness and embracing the brand’s core purpose: to nourish the child in all of us. The campaign is rolling out across digital advertising, social media, influencer marketing and in-store activations, perfectly timed for the holiday season. Through vibrant, creative and cheerful brand voice, Irresistibly Cute encourages consumers to spread joy, share sweetness and see the world through a brighter, more playful lens.
Retailers can help shoppers find their favorite Cuties mandarin brand by prominently displaying Cuties in new merchandising “Wow” displays. “It was a record year for mandarins with nearly $1.8 billion in sales for the domestic season and we look to continue the momentum this year,” said Deaton. According to Circana data, Cuties is the fastest-growing and largest mandarin brand in dollar sales by almost 10 percent over competitor brands.
To further support retailers, Cuties has a refreshed website that aligns with its Irresistibly Cute campaign. The site has wellness information, Cuties crafts, activities and content along with snacking ideas and recipes to keep shoppers engaged and to encourage new and repeat purchases at retail. Shoppers can join the Cuties Club for coupons and more to continue driving traffic to stores. Retailers are encouraged to contact a Sun Pacific sales rep to develop a custom program tailored to their shoppers.
