As Focus Shifts from Moms to Kids, P&G’s Sunny D, Mini-Me Join Forces – Procter and Gamble, Sunny Delight – Brief Article
Kenneth Hein
Procter & Gamble, unhappy with Sunny Delight’s performance of late, has shifted its marketing focus from moms to tweens ages 8-12 with new flavors and a campaign featuring Vern “Mini-Me” Troyer.
A 30-second television spot, per Saatchi & Saatchi, New York, is a sci-fi spoof called “I’m Unstoppable.” It features Troyer, of Austin Powers fame, saying “Once I’ve harnessed the power of the Caribbean sun, I will be unstoppable.” A boy chimes in “Dude, it’s been done” as he opens a Sunny D. Tagline:” Unleash the power of the sun.”
The effort touts the brand’s new Caribbean-style flavors: grapefruit, lime, orange, passion-fruit and tangerine.
A supporting 30-second radio spot, featuring Troyer rapping, encourages kids to visit the beverage’s Web site. “My moves are the bomb. Come see me at SunnyD.com,” raps Troyer. Once at the site, kids can watch streaming video of Troyer dancing. To build the campaign virally, viewers can e-mail the file to a friend.
Sunny Delight is one of the few beverages in the juice category that has been declining in recent years. It pulled in revenues of $450 million in 2000 compared to $460 million the year before and $498 million in 1998 per Beverage Marketing Corp., New York.
In the meantime, media spending for the brand is on the rise as Procter & Gamble spent $24.2 million in 2000, up from $21 million the year prior, per CMR, New York.
Sunny Delight will fall under the Coca-Cola/Procter & Gamble joint venture, announced earlier this year, along with Minute Maid juices and a new line of Disney-licensed juices launching in time for the new school year.
COPYRIGHT 2001 BPI Communications, Inc.
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