Procter & Gamble stakes all on Sunny D nutrition claim

LONDON - Sunny D, Procter & Gamble's controversial juice drink, is to be fortified with added calcium as it embarks on a marketing blitz that industry sources say is its final chance to reverse declining sales.

The drink, rebranded Sunny D earlier this year after four years as Sunny Delight, is being supported by £7.5m of marketing investment that will claim the product is a healthy alternative to fizzy soft drinks.

Following its launch of a report, 'Real World Nutrition', P&G this week unveils advertorials, with testimony from its nutritionist Dr Gary Stephenson, that Sunny D "helps mums and their kids take a step in the right direction".

Appearing in women's magazines such as Woman, Best and Woman's Own, the advertorials will complement a television campaign created by Saatchi & Saatchi, which will break next month.

The TV ads feature a fictional child who prefers water to soft drinks, and vegetables to junk food. The message is Sunny D lives in the real world.

P&G's latest attempt to relaunch Sunny D, following a revamp last year that saw the drink's juice content trebled to 15%, will include the fortifying of its 200ml lunchbox bottles with as much calcium as a glass of milk of the same size.

The 'Real World Nutrition' report acknowledges that parents' belief that Sunny D was competing against pure juice drinks in the past was "understandable considering the appearance of the product itself and its placement in the chiller cabinet".

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