Our integrated marketing plan and campaign for Sun-Maid is designed to make consumers wonder why they ever stopped buying those little red boxes, and embodies the brand’s storied past as a raisin company while paving the way for its bright future as a healthy snack provider. We built upon the brand’s strong connection to childhood as the reason why consumers bought Sun-Maid in the past (as children), and why they would again today and in the future (as parents). Reintroducing Sun-Maid to consumers also meant modernizing its iconic packaging, while preserving some of the century-old equities that gave the brand its trusted identity. Because it was also important to create a consistent look and feel across all product SKUs, the system we developed produces a clean read and look for current products, and can also accommodate new product innovations.