Procter & Gamble is splashing out £7.5m on a six-month campaign to support Sunny D.

The activity represents a new direction for the brand, dealing explicitly with diet and nutrition issues, with the aim of supporting Sunny D’s

role as “a good alternative to fizzy drinks”.

The campaign uses an animated character – Max Wilde – as an example of an unrealistically perfect child to highlight the difficulties parents face in getting their kids to eat.

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