Sunny Delight case
This campaign has been more overlooked by the simplicity of the comparison but it was the hardest for us. Sunny belonged to Procter & Gamble, an American multinational and one of the first advertisers in TV. In 2001 Sunny launched its soft drinks with a 5% of the fruit and it began to sell them in cold linear in the supermarket with a strong advertising investment.
Our company had a similar soft drink, Simon Life, before Sunny Delight appeared, in an aseptic container the one that permit us not use preservatives. The container of Sunny is not aseptic.
We saw the confusion that Sunny was creating in the consumers, associating the product with the 100% squeezed juice and for this reason we decided to do the following advertisement:
• Sunny Delight with the 5% of fruit
• Simon Life with the 10% of the fruit and without preservatives
Although our report had the prior consent of the legal departments of all TVs, surprisingly they removed us the announcement after two days of emission, and we had no choice, but before all the different pressures coming from Procter, that to change the announcements pulling the expression “without preservatives” off, leaving the messages like that:
• Sunny Delight with the 5% fruit.
• Simon Life with the 10% of fruit.
Our Objective is to inform to the consumer that Sunny was a soft drink and is not a 100% squeezed, at least it was able to. But the injustice, the powerlessness and not being able to tell the whole truth, when it was totally legal, it taught us the risk that has faced to multinationals.
Finally, Procter & Gamble sold Sunny Delight to a venture capital company
Did you know that...
1 of every 2 people taking juice in Spain choose Don Simon?