Magazine article Marketing

ADWATCH: Sunny Delight Gives Emotional Flavour to Relaunch Ads - in Its Latest TV Ads the Fruit Drink Gives Up Its Health Positioning to Emphasise Friendship

Magazine article Marketing

ADWATCH: Sunny Delight Gives Emotional Flavour to Relaunch Ads - in Its Latest TV Ads the Fruit Drink Gives Up Its Health Positioning to Emphasise Friendship

Article excerpt

Procter & Gamble is hoping the family-oriented TV ads for its relaunched Sunny Delight drink will help deliver the 'big fix' in terms of restoring consumer confidence in the brand.

Recalled by 55% of consumers, the ad registered in joint seventh place alongside KFC in this week's Adwatch. Created by Saatchi & Saatchi, the ad shows a young boy gazing wistfully out the window at his older brother who is playing football in the garden with some friends.

He hatches a plan to join in, which involves going to the fridge, taking out different flavour bottles of Sunny Delight and pouring them into glasses.

He then takes these out on a tray to the footballers. The gesture goes down well with his big brother who invites him to join in, watched by a smiling mum. The ad closes with the strapline 'Sunny Delight makes the moment'.

The FMCG giant believes that the pounds 12m March relaunch, which saw the introduction of four new flavours and a 10% increase in fruit juice content, will help consign the recent PR disasters to the past. …

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