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Procter & Gamble is planning to relaunch its Sunny Delight soft

drink product, following a 35% decline in sales. The slump is thought to

have been prompted by concerns about the brand's impact on children's

health.

The FMCG giant has briefed ad agency Saatchi & Saatchi to develop ideas

for a major creative campaign that will aim to reposition Sunny Delight

later this year.

It is thought the work will move away from the creative theme of the

last advertising campaign, which featured the strapline 'Makes your

mouth go mental' in favour of a message aimed more directly at

parents.

Sunny Delight was launched in April 1998 with a £9m ad campaign.

It quickly established itself as the most successful grocery launch of

the 90s, according to Marketing's Biggest Brands Survey of 1999.

However, last year's Biggest Brands showed that criticisms from bodies

such as the Food Commission had triggered a 35% decline in Sunny

Delight's sales (Marketing, August 9, 2001).

The Food Commission had voiced concerns about the low-juice/high-sugar

content of the drink. The decline occurred despite the launch of a Light

variant the previous June.

P&G said "commercial considerations" prevented it from discussing future

marketing plans. Saatchi & Saatchi also would not comment on the brand's

plans.