Running on television, radio, print and ambient media, the campaign spend is estimated at US$500,000.
The creative strategy is based on the proposition that Sunkist Iced Tea makes people tell the truth. In one spot, a team of young basketball players congratulates the MVP (most valuable player) and hand him a Sunkist Iced Tea. After one sip, the MVP suddenly blurts out his homosexual orientation and reveals his affections for one of his bewildered teammates.
According to Miguel Ramos, MD of Aspac Law, iced tea is the fastest-growing beverage category in the Philippines. "This is partly due to a trend toward more natural drinks," he said.
