Sun-Rype to launch 2nd wave with TV

The tv-based second half of a Sun-Rype campaign for Western Canada breaks in January with four 15-second spots to promote different brand strengths.Gary Clarke, Sun-Rype's director of marketing, says this approach will reinforce and strengthen the brand's position in consumers' minds.The...

The tv-based second half of a Sun-Rype campaign for Western Canada breaks in January with four 15-second spots to promote different brand strengths.

Gary Clarke, Sun-Rype’s director of marketing, says this approach will reinforce and strengthen the brand’s position in consumers’ minds.

The themeline of the campaign, which began in August with inserts in consumer magazines and is now deploying backlit billboards, is ‘Sun-Rype. It’s What We’re Made Of.’

Dave Leonard, account director at Palmer Jarvis Communications in Vancouver, says the themeline is intended to convey the company’s commitment to bringing superior products to Western Canada.

Kelowna, b.c.-based Sun-Rype is Western Canada’s largest fruit juice maker.

The four tv spots will run in back-to-back pairs, each talking to a different brand strength.

Clarke says the ‘It’s What We’re Made Of’ positioning line will carry Sun-Rype into next year and beyond.

To measure the success of the campaign, Sun-Rype is conducting continual research to track perceptions of the brand versus its competitors.

The results will be used to further refine Sun-Rype’s creative and media direction. DC