Sunshine Dairy (2012-13)
The Sun Tastes Better Here
Rebranding of an icon
Founded in 1936, Sunshine Dairy was an iconic Portland provider of milk, cheese, yogurts, sour cream, and ice creams. When executive leadership decided the brand needed a refresh, I was engaged in a 12-month CMO role to lead the process of defining a brand identity, re-design packaging and in-store retail assets, and rally Sunshine’s biggest cheerleaders, its employees, around the new brand story.
As CMO, I was charged with:
Creating and leading an internal stakeholder team in defining Sunshine’s key brand attributes, purpose, and mission;
Engaging creative and design resources to execute the brand vision across a number of product categories;
Develop resources for a sales force and retail partners to sell against the new brand vision;
Acting as the brands biggest cheerleader internally to set the tone and vision for its loyal employee base.
