Sun-Rype

Sun-Rype juice has no artificial colours, preservatives or added sugar – an approach that has made it a category leader in Western Canada. But it was still relatively unknown in the East.

To establish Sun-Rype as a national brand, DDB started with the packaging. Research showed that the traditional 1L tetra-pack was unknown in Eastern Canada, where plastic rules. After much research, a transparent 1.36L bottle was designed and produced, showcasing the product and standing out on shelves.

DDB then reached out to the time-starved, multiple-role-playing mom. Because she felt bombarded with food information when trying to make healthy choices, DDB stressed Sun-Rype’s offering of 100% pure juice.

The message was literally spelled out in fruit. TV used stop-motion animations of fruit and up-tempo, feel-good tunes. The 100% fruit theme rolled out online and in magazines, transit shelter ads and OOH video boards. A first-of-its-kind freestanding interactive installation designed for shopping malls used a camera to transform everything in its field of vision into fruit, “fruitifying” everyone and everything in real time on a 65” LCD screen.

The new packaging translated into an impressive increase in market share. In the 12 weeks that the campaign ran, Sun-Rype’s Eastern market share more than doubled. Mall owners were so impressed with the crowds of people gathering around the interactive installation that they increased the number of weeks booked. The campaign received over 13,000 views on YouTube and has been posted on hundreds of blogs worldwide.