Johnnie Moore

Sunny Delusions

Yet more breathtaking hypocrisy from Procter and Gamble in its efforts to salvage Sunny Delight. Readers are urged visit their "Dr Gary" and ask him a reall good question.
Johnnie Moore

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

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.


Share Post

More Posts

No comment

The value of not always saying something helpful

Beyond writing

Writing stuff down can easily remove us from practical reality and suppress our intuition

Inauthentic marketing: case study

An example of inauthentic direct mail, from Lincoln Financial Group. The elements that eat away at the credibility of the sender and the effect on this reader.

Authenticity: you can’t fake it

Thanks (again) to John Porcaro for linking me to the Customer Evangelists’ blog where I found this: OLD SCHOOL: Ad agency pays teen bloggers to

In praise of um… er….. deeper meaning

Once again, it turns out that what we do naturally has more value than we realise; whereas clever contrivances intended to “improve” our effectiveness often just destroy significance… and make us less well understood! A good lesson for all those presentation trainers and “image consultants” out there!

Follies of ranking

John Porcaro blogsmore evidence of the dangers of running businesses by crude interpretations of numbers… how superficial metrics can cover a rich tapestry of human

Values – ideal or real

I am blogging from my friend Thomas’s office in Essex. All around are those inspirational posters… eg “PERSISTENCE Now that we’ve exhausted all possibilities… let’s

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

More Updates

Emotional debt

Releasing the hidden costs of pent up frustrations


Finding the aliveness below the surface of stuck

Johnnie Moore

Powerbook or Girlfriend?

Neil Turner points to Why a powerbook is better than a girlfriend. The table had me laughing out loud.

Johnnie Moore


That’s how I’d describe the policy of Coldplay’s label which is blocking use of their latest CD, according BoingBoing: Here are some gems: “This CD can’t be burnt onto a

Johnnie Moore

Why can’t we get things done?

I loved this old post about Jeffrey Peffer’s work from his book the Knowing-Doing Gap. Here’s a snippet: The truth is that business school is all about talking, not doing.

Johnnie Moore

Tit for tat

Daniel Wolpert’s TED talk explores the exponential nature of tit for tat (or eye for an eye). We underestimate the force we generate when striking others. So when we think