Orangina Schweppes were re-launching their Sunny Delight brand as Sunny D.
The new recipe featured no artifical’s or colours which became a barrier
to purchasing previously This is where I set about creating a press campaign that was a little more disruptive than usual.
The ads were to feature in “Gossip” magazines so I really wanted them
to stand out in that environment but also appeal to the demographic that reads them.
No matter how much mischief kids get up to mums still see their children as a little ray of sunshine. with this in mind I devised a character called Little Ray, a cheeky chap, harmless at heart that just liked to enjoy himself.To inject a little humour I put Little Ray in scenarios in which he interacted with ads you would expect to see in that type of magazine. This was underpinned by the line
“There’s a smile in every sip”