It is aiming to eradicate consumer confusion, which it admits surrounds Sunny D's sugar and vitamin C content, by clarifying on-pack information across the range.
Some of the Sunny D portfolio has a higher sugar content than other variants, while Lemon Lime flavour will promote the fact that one serving contains the recommended daily allowance of vitamin C.
Advertising, created by Saatchi & Saatchi, will break in the summer, but P&G refused to confirm any details of the work.
However, it is expected to highlight the fact that Sunny D is now available in 200ml sportscap bottles as well as standard formats.
P&G relaunched Sunny Delight in February last year by trebling the drink's juice content across the range. It also revamped the packaging to make it look less like a juice drink and rid itself of its 'unhealthy' reputation (Marketing, February 14, 2002).
This followed a slump in sales from £150m in 1999 to £70m in 2001. P&G said the relaunch demonstrated its commitment to its beverage business.
Sales figures since the £12m relaunch are not yet available.
The 2002 revamp included a TV ad campaign showing kids playing and refreshing themselves with Sunny Delight, accompanied by the strapline 'Sunny Delight makes the moment'. It replaced a campaign that featured a mouth on a sun-lounger.
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