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Sun-Rype's keeping it real

Kelowna, BC-based Sun-Rype's latest commercial plays on stop-motion animated fruit scenes to introduce its new packaging: 1.36-litre contoured bottles, quite different from its typical one-litre tetra-pack format. The new packaging is getting an extra push in Ontario, which SunRype 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 apple-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, which is by Sun-Rype's AOR, DDB Canada, Vancouver - with media buys by OMD 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-pack, yet smaller than the typically larger bottle. Sun-Rype worked closely with DDB's design division Karacters on the package design, and involved 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.

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