Sunny D’s new ‘purple stuff’ vodka seltzer is based on a gag from its 90s-era TV ads

It’s a blast from the past for drinkers of Sunny Delight.

The beverage company announced a new vodka seltzer flavor based on a running joke from its old commercials.

A now-iconic SunnyD commercial from the 1990s introduced the “purple stuff,” a mysterious purple drink that became a well-known reference point among a generation.

Now, SunnyD is adding a purple flavor to their vodka seltzer lineup for the fans who grew up on that commercial and are now adults.

SunnyD Vodka Seltzer PURPLE is a new limited-time, ready-to-drink vodka seltzer inspired by the gag — and fans can now taste the purple stuff for themselves.

Before it rebranded its name, Sunny Delight ran a commercial where kids looked around the fridge for something refreshing to drink after playing outside, passing over the “purple stuff” and opting for the SunnyD orange and tangerine flavors.

“PURPLE was always the mystery in the fridge,” Randi Jachino, Chief Marketing Officer of Harvest Hill Beverage Company, said in a statement.

“Now it is the boldest thing in the cooler. We are excited to see the lively discussions start all over again.”

People on social media seem to be excited about the nostalgic drink.

“I need to try this purple drank!” one person wrote.

“Now this is how brands should be acting. Incredible stuff,” another wrote.

“Currently making a beeline to the store to pick up a pack,” someone shared.

Rather than “over-explaining the past,” the brand put a modern twist on the old joke, crafted for adult social occasions like hanging out in the backyard or beach days.

The “purple” stuff is often treated as a mere offhand joke, but many assume it hints cheap, sugary fruit drinks with brands like Kool-Aid. Showing the kids choosing SunnyD over the “purple stuff” asserted their hierarchy in a crowded category.

SunnyD Vodka Seltzer PURPLE is described as “light” and “bubbly” at 4.5% ABV. It’s available at select retailers nationwide starting in April at $9.99 for a pack of four.

SunnyD first introduced its vodka seltzer line in March 2023, featuring the signature tangy orange flavor of the nostalgic drink mixed with vodka and seltzer. The idea came to life thanks to popular demand from consumers.