TAXI DELIVERS KNOCKOUT PUNCH - Strategy

aoy bronze
DDB • SUN-RYPE
Sun-Rype juice has no artifi cial colours, preservatives or added sugar – an
approach that 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 fi rst-of-its-kind
freestanding interactive installation designed for shopping malls used a camera
to transform everything in its fi eld 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.
Girl Guides of Canada would like to congratulate
john st. on their Agency of the Year nomination