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.