SunnyD Owner Harvest Hill Names Goodby Silverstein First Creative AOR

Harvest Hill Beverage Company has appointed Goodby Silverstein & Partners as its first-ever creative agency of record, handing the Omnicom agency the comeback attempt for SunnyD and Juicy Juice. Goodby CEO Sarah Thompson told Adweek the deal is a "long-term AOR agreement." Neither party disclosed the contract length.

The appointment covers the full Harvest Hill portfolio, which also includes Little Hug, Daily's Cocktails, and Nutrament. Goodby will define brand strategy across those brands and lead omnichannel creative development. Media duties sit with UM, another Omnicom agency, which will work alongside Goodby on the account.

Why SunnyD is reaching back to the 1990s

The flagship brand in the deal is SunnyD, the orange drink that ran the 1990s tagline "The good stuff kids go for." Harvest Hill is betting on millennial nostalgia and themes of togetherness to rebuild the brand's relevance with consumers who grew up on it. The strategy treats a lapsed generation of drinkers as the base from which to revive the brand rather than chasing a new one from scratch.

What changes under the new ownership?

Harvest Hill's new owner, Castillo Hermanos, has set the strategic frame for the assignment. The company prioritizes long-term brand building over quick growth, according to Adweek's reporting. That orientation explains the structure of the Goodby deal: a portfolio-wide creative agency of record, described as long-term by the agency's own CEO, rather than a project-based or campaign-by-campaign arrangement.

What does this change for marketers watching the account? It signals that legacy beverage brands with faded cultural currency are once again funding sustained creative investment, and that owners with patient capital will centralize strategy and creative under a single agency rather than split the work.

The competitive context

For Goodby Silverstein & Partners, the win adds a multi-brand beverage portfolio to its roster at a moment when nostalgic repositioning has returned as a viable play for packaged-goods marketers. The pairing with UM inside Omnicom gives Harvest Hill an integrated creative-and-media setup from day one, with both agencies operating under the same holding company structure.

The first test will come in how Goodby translates millennial nostalgia into omnichannel creative that reaches shoppers at retail, where juice and juice-drink brands fight for placement and price. Castillo Hermanos has committed to the long haul; the agencies now have to prove the '90s equity still moves product.