The Sun’s “Smile” campaign lifts paper in January

The Sun’s attempt to lift the nation’s mood in a January advertising campaign that called on people to banish the New Year blues by smiling appears to have paid dividends after the News International red-top was found to have outperformed its tabloid rivals last month.

According to the latest ABC circulation report, The Sun registered a 5.8 per cent increase in net circulation on December to 2.4 million copies a day. Its closest rival The Daily Mirror also reported reported an uplift but by just 2.3 per cent.

The paper’s Grey London created television spot starred a gap-toothed girl singing about reasons The Sun’s Big Smile Giveaway promotion, a series of New Year offers such as cheap holidays, offered viewers reasons to be cheerful.

The month of month increase was offset by a 10.86 per cent slump in the six months to 31 January over the same period a year earlier.

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