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The 'real' juice box


Posted by Patrick Burgoyne, 18 May 2012, 10:29    Permalink    Comments (5)

Brazilian agency AGE Isobar has grown real fruit into the shape of juice boxes in order to promote the supposedly 'all natural' Camp fruit juice brand

The agency made molds in the shape of juice boxes which were hung on fruit trees on farms near São Paulo. As the fruit ripened, it grew into the shape of the mold, complete with Camp logo and even a 'straw'.

This rather annoying video explains all:

The 'juice boxes' (around 1100 were produced) were placed in supermarkets and on fruit stalls, as well as at trade fairs, with a sticker. At the checkout, customers could exchange them for a carton of Camp.

So, not really 'juice boxes' per se, more a neat bit of in-store promotion, albeit on a very small-scale for what is reported to have been two years' work. Was it worht the effort? That depends on how much 'earned media' the idea generates.

And before ad awards juries start reaching for those 'yes' buttons, it should be noted that growing fruit into amusing shapes is not an original idea. Back in 2009 the world, or at least the Daily Mail, was wowed by the efforts of Chinese farmer Gao Xianzhang to grow pears into the shape of Buddha.

While Japanese watermelon growers have been producing novelty-shaped fruit for years



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I think it's commendable that they would take the time and effort to do this rather than just knock it up in Photoshop for the same effect; I'm sure the majority of the audience would assume this is how it was achieved.

It's knowing that they physically created the fruit boxes that turns a rather obvious idea in to something rather lovely. Without this prior knowledge it's a fairly forgettable campaign.
Mark Errington
2012-05-18 14:46:05

It's a shame that the (I'm assuming) final images look hugely over retouched, which unfortunately negates the process.

I'm a huge believer in natural/real and often slow processes feeding the final result, particularly with the unrealistic time pressures that exist in this business. I hope they do get to use the more realistic and true images that got them to the final result in the campaign.
Marc Atkinson
2012-05-18 16:25:59

Not a single mention of Naoto Fukasawa's work?

2012-05-18 17:33:01


Fukasawa's packs were printed to look and feel like the fruit whose juice they contain - they weren't actual fruits as these are, so not the same thing at all.

If we're going down that route then maybe we should have mentioned the Jif lemon too!
CR PatrickBurgoyne
2012-05-18 17:44:00

Cynical voices here. It's a nice idea, gets good media coverage (particularly in Brazil, I'll assume) and makes a genuine attempt to engage with customers. Good job.
Irish Copywriter
2012-05-20 18:03:22

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