Wisconsin Union’s Marketing Sparkle Shines Nationally
Our Sunburst Sparkler beverage line burst onto the Madison beverage scene in fall 2024 with natural caffeine, real juice, no added sweeteners, four fruity flavor combinations, and a mission to make a difference. A line expansion followed in spring 2025 with two more flavors to power people’s days.
But the innovation and creativity aren’t just inside the can; creativity is also wrapped around the outside. And that creativity is now award-winning; we, at the Wisconsin Union, won the Association of College Unions International (ACUI) Steal This Idea Best in Show award for our Sunburst Sparkler marketing campaign and graphic design. This is the first time the Union has earned an ACUI Best in Show award.
Competing against hundreds of campaigns and designs from across the United States, the Union earned the top honor for concept, design, editorial content, effectiveness, and originality.
Collaboration that Sparkles
The Wisconsin Union marketing team developed the flavor profiles of the product in collaboration with Madison-based beverage company Karben4. For the naming, the Wisconsin Union marketing team brainstormed and tested the Sunburst Sparkler name and each flavor name. The design team—led by Creative Services Manager Tamsin Ford—drafted dozens of label options, and the best were tested with consumers to ensure relevance and appeal.
Graphic Designer Kay Sakiya’s label was ultimately selected, and fellow designers Max Homstad and Megan Breene helped extend the design for each flavor as well as developed promotional materials that raised awareness of the Sparkler line. Kay also contributed to the photography that became central to advertisements, social media posts, and news coverage.
Like a Taylor Swift album cover, every design detail is intentional, drawing inspiration from our entertainment destination the Memorial Union Terrace and its iconic sunburst chairs as well as the function and experience of the beverage, itself. Bubbles freckle the Sunburst Sparkler cans, representing the carbonation sparkle and energy inside. Each label features a Terrace sunburst chair illustration, with the flavors of that recipe “seated” in the design. Sunburst rays radiate outward, also symbolizing the rush of energy in every sip and further nodding to our sunburst chairs.
The current Sunburst Sparkler flavors include:
- Cherry SubLime: cherry and lime
- Flamango Tango: mango, blood orange, and vanilla cream
- Poppin’ Peach Punch: pineapple and peach
- Berry Burst: raspberry, blackberry, blueberry, and strawberry
- Kiwi Berry Bang: strawberry, kiwi, and guava
- Raspberry Ginger Rush: raspberry, ginger, and lime
The Union team dreamt up these creative concoctions alongside the talented Karben4 team, including co-founders Zak Koga and Ryan Koga. Tasting after tasting and dozens of emails and brainstorming and planning sessions went into the delicious beverages that now add sparkle to people’s days. The team collaborated on the Sparkler process from ideation to naming, ensuring every element of the campaign worked seamlessly and included the expertise and partnership of Karben4.
Other behind-the-scenes Wisconsin Union marketing and communications stars who sparkled included Marketing Specialist Ashley Alloway, Marketing Project and Production Manager Jessica Seeland, Communications Specialist Madeleine Carr, Public Relations and Communications Officer Shauna Breneman, and Director of Integrated Marketing and Communications Ben Klepzig.
Ashley served as a marketing expert, tasting event organizer, and liaison between the marketing and dining teams. Jessica provided thoughtful, detail-oriented project management, tracking deliverables and milestones to keep the effort on schedule. Madeleine led the social media campaign, from teaser posts to Reels, announcing the launch and expansion. Shauna led press outreach and storytelling, including writing an original story introducing the Sunburst Sparkler line.
A Steal-Worthy Campaign
Teamwork made the sparkle happen, from the fruit combinations and natural energy inside Sunburst Sparkler beverages to the storytelling and branding that brought the campaign to life.
We want to thank every Wisconsin Union team member, who made the Sunburst Sparkler line possible, and our incredible partner Karben4, whose passion, ingenuity, and collaboration helped fuel the project. We also thank ACUI for all it does for college unions and for the opportunity to showcase our team’s work.
Sunburst Sparkler is more than a Wisconsin-made, naturally-fueled energy drink; it’s a celebration of creativity, collaboration, and community.
Where to Get Your Sparkle
Customers can purchase a Sunburst Sparkler at Wisconsin Union-run dining locations, including the Badger Markets at Memorial Union and Union South and Carte at Memorial Union.
We’re honored to share the news of this national recognition with our community and can’t wait for you to experience the boost of Sunburst Sparkler for yourself.
