Magazine article Marketing

Marketing Mix: We'll Call You - Sunny D

Magazine article Marketing

Marketing Mix: We'll Call You - Sunny D

Article excerpt

We got in touch with the juice-drink brand to find out whether it was prepared to reveal its true colours to us.

Sunny D Good afternoon, Sunny D. How can I help?

Mktg I read that 8000 litres of Sunny D leaked into a river in Somerset, killing loads of fish, and I want to know if it's dangerous for humans.

Sunny D Not at all. They've actually relaunched it and the ingredients have changed, so it's better for you now than a lot of fruit drinks are.

Mktg How has it changed?

Sunny D Let me just check. (Marketing holds.) Sorry to keep you. All that has changed is that it has less sugar.

Mktg I also saw that it turned the river bright orange. What gives it that colouring? Is it artificial?

Sunny D Yes.

Mktg It's not going to turn my insides orange then?

Sunny D No. As I said, it's one of the best fruit drinks for you now in the supermarket.

Mktg What are the ingredients?

Sunny D Do you want me to grab a bottle? Any particular flavour?

Mktg No, just the original.

Sunny D Ok, let me get a bottle. (Marketing holds.)

Sunny D This is for the Florida original: water; fruit juice and concentrate; orange, mandarin, lime and grapefruit; sugar; glucose; fructose syrup; citric acid; preservatives; polyphosphate, potassium sorbate; thickener: guar gum; vitamins: pro-vitamin A, B1, B6 and C; modified starch and natural flavourings. …

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