What better way to reinforce that a product is made of real fruit than by animating a commercial using real fruit?
Kelowna, B.C.-based Sun-Rype’s latest commercial plays on stop-motion animated fruit scenes to introduce its new packaging: 1.36-litre contoured bottles that are quite different from its typical one-litre Tetra Pak format. The new packaging is getting an extra push in Ontario, which Sun-Rype sees as a big growth market for its good-for-you, all-natural juices.
The colourful 30-second spot – featuring music by indie band Her Space Holiday – depicts fruit-based people enjoying playful activities like riding on a berry-based swing set. At the end, the fruit comprising the images dissipates and lands in the new bottles.
‘We wanted to demonstrate the vibrancy of our products,’ says Cameron Johnston,
Sun-Rype’s VP marketing. ‘Everything we do as a company is around real fruit goodness,
so it’s only natural that we’d use real fruit in a commercial.’
The campaign, by Sun-Rype AOR, DDB Canada in Vancouver, is running across Canada, and also includes print, online and OOH efforts. The latter are only running in Ontario, where Sun-Rype has secured a heftier media buy. ‘Ontario is a growth market for our business,’ says Johnston. ‘In Western Canada, we have greater awareness and distribution.’
Johnston says the new packaging is based on the insight that consumers prefer a format bigger than a Tetra Pak, yet smaller than the typical bottle. Sun-Rype worked closely with DDB’s design division Karacters on the package design, involving them very early on in the process rather than simply calling them in to work on the graphics, so the resulting bottle has an unusual contoured shape to make it easier to grip.
advertiser: Cameron Johnston, VP marketing; Barbara Grant, group marketing manager, beverage, Sun-Rype
agency: DDB Canada, Vancouver
CCO: Alan Russell
CD: Dean Lee
AD: Angela Sung
copywriter: Neil Shapiro
photographer: Paul Lang
account manager: Aliya Kara
print producer: Scott Russell
planner: Kimberly Clifford
prodco/animation: Joyrider London
directors: Wade Shotter, Andras Ketzer
line producers: Spencer Friend, Sarah Butterworth
editors: Quin Williams, Marshall Street
colourist: Andras Ketzer, Russell Boyd
You are cordially invited to submit your new, dead clever and previously unrevealed campaigns to editorial director Mary Maddever at mmaddever@brunico.com and CD Stephen Stanley at sstanley@brunico.com, co-curators of strategy’s Creative space.
