Sunny D rebranding looks to surf culture

Sunny D, the juice drink that saw sales crash after criticism over its sugar content, has been rebranded and repositioned.

Sunny D, once Sunny Delight, has been relaunched a number of times to address health concerns since its 1999 heyday. The latest rebranding has been carried out by Elmwood and will reflect that the drink now contains 70 per cent fruit juice and no artifical colours and preservatives.

The redesign focuses on the flavours that make up Sunny D and the packaging is meant to evoke images of the Californian/West Coast surf culture with hints of an active, healthy lifestyle.

In its first year of launch Sunny D saw sales of £160 million but attracted a barrage of criticism from food and children’s lobby groups for the sugar content and a misleading positioning.

Sunny D was later bought from Procter & Gamble by the Sunny Delight Beverages Company. SDBC was later bought by equity house JW Childs.

The brand saw a £5 million revamp including consumer and trade marketing in 2006. The new initiative is being overseen by commercial manager Richard Baragwanath.

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