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
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
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
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'.