THE CRAYON IS MIGHTER THAN THE SWORD
By Adnews Staff
Proctor & Gamble of Toronto is relaunching its Sunny Delight beverage this fall with a new twist-off cap. The company redesigned the bottle for the drink after it received a letter from a kingergarten class at H.W. Knight Public School in Cannington, Ontario. The children told the company that they had a problem with the old bottle: every time they opened one, they spilt some of the contents. Olav Silden, brand manager of Sunny Delight, told Adnews that this concern was "significant in magnitude". It was the first time the company had received consumer reaction from this age group. The company looked at the problem the kindergarten class was having and, as a result, will introduce a new screw cap bottle for Sunny Delight in time for the students to start the first grade in the fall. Advertising for the launch of the new bottles will include televison, print and direct-to-consumer promotion. Advertising for Sunny Delight and several other Procter & Gamble brands is done by DMB&B.