Consumers are demanding truth, transparency and trust. Too often what they seem to be getting is lies, misinformation and scandal. In this climate where every claim – expenses or otherwise – is subject to forensic and very public examination, it may seem strange to be relaunching SunnyD.
SunnyD was once a household favourite. In fact it was the third biggest selling non alcoholic drink behind Pepsi and Coke. However following some disastrous revelations, it found itself something of a pariah, the third most hated brand in the UK.
SunnyD made a bold move and placed some of its few remaining fans in charge of the brand. The Parents Advisory Group (PAG) consisting of ordinary mums made crucial decisions about the radical reformulation of the product and packaging. And as it happens they also signed off the advertising!
Our campaign will also include radio and TV, but it kicks off with print. The role of the print is to put the PAG story out there and to provide mums with the rational facts so that she has the confidence to make the decision to purchase SunnyD again, and equally importantly be confident about defending her decision at the school gate.
The campaign is unabashed and totally transparent. It is an invitation to the audience to challenge the claim and put the brand to the test.