Abstract
The soft drinks industry is a mature, which is comprised of giant firms such as Coca-Cola, PepsiCo and Cadbury Schweppes, who strive to push their long standing brands to the top of the selling charts. In spite of this cut-throat competition, the American consumer products giant proctor & Gamble decided to branch out into this field in the late 1990s. Its marketing wizards were convinced they had identified a gap in the market, and soon came up with an innovative product meant to fill this gap. It was a brand-new juice, called Sunny Delight, was cleverly designed as a compromise between fruit juices and unhealthy fizzy drinks. The advertising campaigns devised by the marketing gurus from Saatchi and Saatchi emphasized the funny side of the product, as well as its healthy attributes – which made the product appealing to both children and parents.
After running a successful trial in the provincial town of Carlisle, proctor & Gamble decided the launch of the product in a big way. In order to capitalize on Sunny Delight's “mum appeal”, the firm flooded consumers with product samples. It also handed out rebate vouchers so as to lure consumers away from their favorite soft drinks.
