Sunny D appoints M2M for relaunch

Gerber Juice Company has handed M2M the media account for its Sunny D juice brand without a pitch.

The agency already handles the media planning and buying business for the drinks company’s Welch’s Grape Juice.

The appointment comes ahead of the planned relaunch of Sunny D during the summer. Advertising will be handled by My Agency.

Sunny D, previously called Sunny Delight and owned by Procter & Gamble, launched in 1998 supported by a £10m marketing campaign.

It soon became the third biggest selling soft drink brand in the UK, behind Coca-Cola and Pepsi, attracting sales of around £160m a year.

Its fortunes started to turn when it was found that it was not as healthy as its advertising had led consumers to believe and had a high sugar content.

Sunny D has been rebranded and repositioned by Elmwood and the product now contains 70% fruit juice and no artificial colours or preservatives.