Sunny Delight relaunches with SClub stars

Procter & Gamble (P&G) has signed up pop group SClub (formerly S Club 7) for a £2m summer promotion for fruit drink Sunny Delight.

Procter & Gamble (P&G) has signed up pop group SClub (formerly S Club 7) for a £2m summer promotion for fruit drink Sunny Delight.

The company says the partnership with the chart-toppers is the cornerstone of its £12m Sunny Delight relaunch. It is the first celebrity tie-up for the brand.

Buyers who save eight labels from Sunny Delight products will be able to send off for an exclusive SClub CD. The CD includes a new track called Hey Kitty, taken from the next SClub album, and also features interviews with the band recorded for Sunny Delight on the set of the SClub television programme, now in its fourth series.

The promotion will be supported by TV advertising created by Saatchi & Saatchi, also featuring SClub, and an SMS text messaging campaign devised by 1-2 Snap. Zenith Media is handling the media planning and buying.

Sunny Delight was reformulated for its March relaunch after a 35 per cent drop in sales. The sales slump followed comments from the Food Commission over the effect of the brand on children’s health and criticism that the product was packaged to look like a fruit juice.

Sunny Delight is now available in four sugar-free flavours and its packaging has been redesigned. P&G has just introduced a sports cap for 500ml bottles.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here