Sunny Delight, the most successful UK grocery launch of the 1990s, has been put out to pitch because of a conflict of interest.
Ketchum Life has worked on the brand for Procter and Gamble since it launched in April 1998. But the agency is understood to have relinquished the business because it is believed to be in talks with Britvic Softdrinks for its UK consumer PR account, which includes Pepsi and Tango (PR Week, 15 September).
A P&G spokesperson confirmed: 'Sunny Delight is up for repitch, but I'm not going to discuss the rationale, or which agencies are involved.' It is thought P&G is already talking to agencies about the account.
The spokesperson did confirm, however, that a cola brand would be a conflict of interest with Sunny Delight, which is described as 'a real fruit beverage'.
Sunny Delight was the fastest growing brand in the UK when it was launched.
Although it has become a firm favourite with its target market of children and young teens, it has drawn criticism from parents and health groups, who say it is high in sugar and unhealthy.
According to the Tropicana Juice Report 2000, Sunny Delight has a 35.4 per cent share of the chilled fruit juice market. The overall cold beverage market is worth over pounds 3 billion per year.
Marketing magazine's Biggest Brands Survey 1999 found it was the most successful grocery brand launched in the UK in the last ten years.
Britvic itself has responded to the Sunny Delight's dominance of the market by launching Juice Up, and promoting its higher fruit content, lower sugar formula.
P&G is one of Ketchum's biggest clients. It is not thought that the agency's work on brands such as Olay and Max Factor will be affected by the Britvic pitch.
P&G's other roster agencies include Jackie Cooper Public Relations and Fleishman-Hillard.