P&G in £12m relaunch of Sunny Delight

Procter & Gamble is increasing the fruit juice content of its

controversial Sunny Delight drink and introducing four sugar-free

flavours, in a bid to cast off its 'unhealthy' tag.

At the same time P&G has revamped the packaging of the soft drink to

make it look less like a fruit juice following media criticism that it

misled consumers.

The makeover is the basis of a £12m relaunch for the brand

(Marketing, January 31. It claimed sales of £150m in 1999 but has

now slumped to £70m.

"This is the big fix," said Jon Lear, brand manager for Sunny


"It shows P&G is serious about its beverage business and we're being

really transparent."

On March 18 P&G will raise the juice content on all Sunny Delight

variants from 5% to 15% and launch Orange Outburst, Tropical Tornado,

Blackcurrant Blast and Apple and Kiwi Kick flavours.

P&G will back the relaunch with a £5m ad campaign through Saatchi

& Saatchi in April and £7m on direct marketing, sales promotion

and sponsorship.

Although P&G now claims Sunny Delight is healthier than competing fruit

juice drinks such as Robinsons and Ribena, the company says it will not

actively promote this. "It's a case of once bitten, twice shy," said a


The relaunch campaign follows a family theme, showing kids playing and

refreshing themselves on Sunny Delight. The strapline will be 'Sunny

Delight makes the moment'.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).