The campaign includes a national women’s weekly print campaign with high circulation titles such as Best, Closer and OK! Magazine making a total reach of 10.1 million female consumers.
Sunny D will also be driving two coupon trials in The Sun newspaper, offering 30p off 1-litre Sunny D, as well as a multimedia trial of TV and radio in July in Yorkshire, which will then be rolled out nationally in September.
The second phase will include a £1.1m TV campaign starting in September, as well as a sampling programme aimed at reaching up to 200,000 consumers.
The Parents Advisory Group (PAG) continues to play a crucial role in tackling old beliefs about Sunny D. The Group was key in the original product development, and continues to be involved in the development of the brand advertising.
Sunny D’s commercial manager, Richard Baragwanath, believes there’s a huge opportunity to further drive visibility and sales of Sunny D: “With Sunny D now containing 70% fruit juice and no artificial colours or preservatives, we can expect to see Sunny D shine once again as a fruit juice aimed at the children’s drinks market.
“With increased visibility to our £2.25m above the line campaign, we expect to draw old consumers back to Sunny D as well as introduce new consumers to the brand.”
Source: Sunny Delight Beverages Co
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