Alongside a relaunch of Sunny D products and summer events, Tangent One created a website that combined compelling child-focused fun and parent-appeasing product information.

The Sunny DJ website was aimed at 9-11 year olds. The easy to use interface allowed kids to compose their own ringtones; the rearranged or randomly mixed compositions could be saved to a mobile phone or entered into a ringtone competition. There were free product vouchers and a Caribbean holiday up for grabs.

The site received a million hits in its first month. We were swamped with competition entries and voucher requests. Sunny DJ generated almost 400 ringtones and became the core of the Caribbean campaign.