Gerber Juice Company Limited the UK distributors of Sunny D has appointed My Agency to create the re launch campaign for the iconic brand.
The brand was originally launched in the UK in 1998 by Proctor & Gamble and became the third biggest-selling soft drink in the country behind Coke and Pepsi. Sales slumped after negative publicity and the brand was sold to a new company, The Sunny Delight Beverages Company in 2004.
The product has been completely reformulated ditching all artificial flavourings, preservatives and added sugar. The entire process has been overseen by a Parents Advisory Group (PAG), made up of mums in what is seen as a first in the UK.
Nick Wright, Managing Partner of My Agency, said, “bringing back SunnyD is a huge challenge, but a very exciting one. This brand has terrific potential and has a great story. It is our job to restore the faith and get the fun back into the brand.”
Richard Baragwanath, Commercial Manager of SunnyD said, “My Agency demonstrated some smart creative thinking that addressed the issues we face currently and articulated a vision for the future.”
The launch will be supported by a £4.5m marketing campaign that breaks during the summer.