Campaign: Food and drink - SunnyD banishes its bad reputation

Campaign: SunnyD relaunch
Client: SunnyD/Gerber Juice
PR team: Publicis
Timescale: January-April 2009
Budget: £104,000

Once the third biggest-selling drink in the UK, SunnyD suffered a fall from grace when coverage of a child who turned orange after drinking large amounts of it hit headlines. Add to this the news that the drink contained ten teaspoons of sugar, and by 2005 it was the fourth most hated brand, according to Marketing magazine.

OBJECTIVES

- To relaunch SunnyD

- To generate positive coverage

- To communicate changes to the product - 70 per cent fruit juice, no added sugar and no artificial sweeteners

- To target mums of seven- to 15-year-olds.

STRATEGY AND PLAN

The PR team had recruited a group of real mothers from around the UK to advise Gerber Juice on re-working the product. The group of mums was used for interviews, web chats and Q&As.

MEASUREMENT AND EVALUATION

The relaunch was covered in Metro, The Grocer and Marketing Week. Web chats were hosted on sites including Tiscali, Female First and Primary Times. The story appeared on regional radio stations and in regional newspapers. The drink appeared on BBC TV programme Professor Regan's Nursery, with reinforcement of the brand messages.

RESULTS

Sales of SunnyD increased by 52 per cent. There was no negative coverage.

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