Brief:
Once the third largest selling drink in the UK, SunnyD became the fourth most hated brand after negative press coverage revealed its low juice content, high sugar and palm oil and stories about children turning orange after drinking too much. SunnyD was sold by P&G and the new brand owner spent three years working with a steering group of British mums to reformulate the product. New SunnyD was now all natural. With none of the nasty ingredients, could the public forgive it? Our brief was to somehow bring SunnyD back from the dead.
Solution:
Kids have always loved the taste and experience of SunnyD, they were already fans, but mums had banned it from the fridge. We needed to give mums the confidence and permission to serve the product again. We decided that honesty was the best policy and launched with PR and a print and radio campaign that used the negative perceptions mums already had of SunnyD, to tell the story of how the drink had been reinvented by mums. Appealing to mums and kids, TV dramatised the role by making mum a hero, defending new SunnyD from the bad old ingredients, who wanted back in.
Results:
Millward Brown scored the advertising campaign in the top 5% of campaigns they pre-test. Sales are tracking at 15% up year on year, despite the fact that the price has increased by nearly 50% given the new natural formulation.
'Enter the Mum' 30 second TV commercial
Print Advertising
Re-Launch radio advertising echoed the print messaging
The new SunnyD website and PR featured the SunnyD mums to explain the background to the story
SunnyD branding & merchandise played off the brands heritage
