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Shelf Review: SunnyDJosh Brooks, 1 April 2009Be the first to comment on this article SunnyD was launched in 1998 in the UK with a 10 million promotional campaign, and became the third biggest selling drink in the UK, behind Coke and Pepsi. It was marketed as a healthy alternative to soft drinks, but this claim was brought into question by consumers and the media.
In February, SunnyD was relaunched with a new recipe and new packaging. It is now the only soft drink for children on the market with no artificial sweeteners and an amber traffic light. The drink has just been redesigned to reflect the reformulated drink. Graphics 8/10 The bottom of the label tells the consumer that there is `no added sugar OR artificial sweetener’ and the reverse of the label re-emphasises the lack of artificial ingredients with a checklist, which is a very strong message to any consumer curious enough to pick up the bottle and try it. The graphics are now more sophisticated than before and more like other products (eg Capri Sun) which hopefully will not alienate its target audience. The question that remains is whether the new packaging will do enough to persuade those with negative associations with the brand to convert, or lost customers, to re-try it. Function 8/10 On-shelf 8/10 Overall 8/10 Monica Lucas of Pragma takes a look at the packaging of a well-known brand in the retail environment from the consumer’s point of view. Pragma specialises in providing strategies for success in the retail, branding and leisure markets. www.pragmauk.com Speak Your Mind |
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