Sunkist teams up with Edelman to reclaim the morning with The Next Morning Bar in Hong Kong
Sunkist and Edelman Hong Kong give a fresh twist to the traditional nightlife narrative by offering visitors a chance to recover from the night before with feel good drinks and vibes early the next morning.
As a city with endless late-night eats, happening bar culture and busy clubs, Hong Kong knows how to party. But what about the next morning?
Sunkist is reclaiming that day after moment with the launch of The Sunkist Next Morning Bar, a vibrant new daytime spot in the middle of Hong Kong’s party scene to get people feeling good again. Running March 28 to April 2 at Central Market, the bar is part of a broader brand campaign that reclaims the morning as a moment of revitalization and renewal—with the help of fresh Sunkist citrus.
The Sunkist Next Morning Bar is a day bar borrowing the language and exciting atmosphere of regular bars, but replaces the alcohol with citrus-fueled refreshment, flipping expectations and making the morning as appealing as a night out. The bar itself features an oversized Sunkist crate overflowing with larger-than-life oranges, housing a mocktail bar and DJ-booth for visitors to enjoy their morning and hang out.
With a menu of freshly made drinks from award-winning local mixologist, Antonio Lai, Hong Kongers can sip away their sins with a Citrus Redemption, Unguilty Pleasure, or a Morning Mercy Shot—all freshly mixed using Sunkist Navel oranges and lemons.
Early risers can drink to forget, raise a glass to feeling good and drink up as the sun comes up all to a set of feel-good tunes from resident mix master DJ Sinke.
John Koay, Executive Creative Director at Edelman, said: “The insight was simple: the feel-good feeling that comes from drinking fresh citrus is enough to mask anything that happened the night before. So, we created an experience that turns a regrettable moment into something celebratory, social, and fun. The Sunkist Next Morning Bar is a disruptive but fun way to show how Sunkist citrus is exactly what you need the morning after the night before.”
To extend the campaign’s reach, all mocktail recipes are available on the Sunkist Hong Kong website, giving over-indulgers across the city everything they need to feel better after a big night before.
The Next Morning Bar is designed to go beyond just a one-off experience, it’s about bringing citrus into new lifestyle rituals and elevating its role to become part of personal feel-good culture and fun social moments.
“With the Sunkist Next Morning Bar, we wanted to break away from the traditional mold of citrus marketing and create an experience that feels culturally relevant, unexpected, and fun. Hong Kong has such a dynamic nightlife scene, so we saw an opportunity to bring that same energy to the morning, using our citrus as the key to helping Hong Kongers feel good again—no matter what happened last night,” said Cassie Howard, Senior Director of Category Management and Marketing at Sunkist.
The Next Morning Bar is a campaign forged from the partnership between Sunkist and creative agency Edelman Hong Kong.
Credits
Agency: Edelman Hong Kong
Regional Executive Creative Director: John Koay
Creative Directors: Amy Cheng, Oliver Davis
Design Director: Andy Chan
Associate Creative Director: Adrienne Andaya, Alexandra Colgan
Art Director: Carson Ho
Production Manager: Richard Poon
Head of Strategy: Phyllis Yip
Digital Associate Director: Logan Cheng
Digital Senior Executive: Nick Cheng
Junior Strategist: Nathalie Yeung
PR Brand Associate Director: Yvonne Shum
PR Brand Senior Executive: Mark Yip
PR Brand Executive: Bowie Chan
Client: Sunkist Growers, Incorporated Marketing Team
Event Production: Design Creations Company Limited
Video Production: Knowstate
