In what will no doubt be one of the last Palmer Jarvis DDB campaigns to bear the Chris Staples creative stamp of approval, a new multi-media campaign has recently gone to market for juice and snack-food maker Sun-Rype Products.
With the campaign, Kelowna, B.C.-based Sun-Rype is hoping to squeeze more juice out of its marketing spend by moving beyond trade spending and going straight to consumers with a strong branding message.
Television and magazine advertising account for the largest components in the mix, while event and Web marketing activities round out the effort to boost consumer awareness of Sun-Rype’s Blue Label Apple Juice and Fruit to Go snacks.
With a combined regional and national media strategy, Sun-Rype is targeting consumers with families, using creative that plays on the fact that active kids need to be refueled – ideally with Sun-Rype products.
In typical Staples-esque fashion, the print ads are light on text and heavy on imagery. The ads depict the innocent damage that children, with their boundless energy, often inflict upon their surroundings. One shows a circular swath cut in the turf by kids who’ve been running round a sprinkler. The tagline? ‘For active kids. Like there’s any other kind.’
‘In the past, much of our marketing emphasis has been on in-store programs and promotions,’ says Magda Fazekas, Sun-Rype communications manager. ‘We wanted to get more out into our customers’ world and approach them on their terms.’
The print ads will run in magazines such as Chatelaine, Today’s Parent, Canadian Family, Canadian Living and Elm Street until the end of next year. Regional television spots began airing in western Canada in late September and a national print campaign launches next month.
Credits:
Client: Sun-Rype Products
Agency: Palmer Jarvis DDB
Account Supervisor: Christina Tan
Creative Director: Chris Staples
Art Director: Mark Hesse
Writer: Andy Linardatos
Media: Magazine, television, event marketing
Television Launch Date: Sept. 20, 1999
Length of Run: 10 weeks
Magazine Launch: November,1999
