Sunny Delusions

Following my recent posting on Sunny Delight I saw an interesting BBC documentary this evening about its rise and fall. What struck me was the dull witted performances of the protagonists at Procter & Gamble and Saatchis. Although they were refreshingly frank about the marketing errors they made they were surprisingly sanguine about their repeated attempts to relaunch this wretched and cynical brand. The awesome inauthenticity of these people is depressing. Time and again they try to change the image of this fundamentally worthless product to try and insinuate their way back into housewives’ affections. Time and again they fail, admit their failure to strike a successful pose, and try another tactic – without ever copping to the true failure – which is not to acknowledge that this drink is without merit and was only ever launched to make money, not with the faintest desire to create real value.

Some suit for Saatchis blathered on about wanting to return the brand to its “heartland”. But this is a product that never had a heart involved in it. Only a wallet.

The show drew my attention to this shameless, craven website created by the renamed Sunny D. “Dr Gary Stephenson is the man behind Sunny D.”

Gary has been working on nutrition for the past 14 years so really knows his stuff.

There

6 thoughts on “Sunny Delusions

  1. Stanley Moss

    Hysterical.

    It would take a lower life form to appreciate this site. A site for stupid people, written in the voice of TIME magazine.

    There’s a bizarre naivete about it. How could one possoibly see it as credible? I almost think the text was written by some starved-for-conversation, stay-at-home mum, nattering on. Help!

    If I had to sit next to someone with this Dr. Gary voice at a dinner party I would try and find another seat. Quickly.

    Reply
  2. Broadband and Me

    Not Sunny at all…

    The Ourhouse Weblog: Sunny Delusions Johnny goes after Sunny D and looks at the recent BBC documentary. I think I rate Proctor and Gamble slightly abouve McDonalds but on this evidence it would need a micrometer to seperate them. Perhaps…

    Reply
  3. The Mutual Marketing Weblog

    Social and market values

    Lee at Headshift comments on a Guardian article on the selfish society; marketing often contributes to a series of social injuries in which short-term gains are made at the expense of society.

    Reply
  4. Baz

    I’m a third year Marketing Student at Newcastle University. After choosing to study the trials and tribulations of the Sunny Delight brand for a ten credit module, i wish i hadn’t. My final recomendations for the product was that it should be scrapped, as it is dishonest, demeaning, and socially unacceptable. Ditch it P&G, right now. Thats real Marketing Consultancy, and thats for free…

    Reply
  5. The Mutual Marketing Weblog

    Social and market values

    Lee at Headshift comments on a Guardian article on the selfish society; marketing often contributes to a series of social injuries in which short-term gains are made at the expense of society.

    Reply

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