The ‘real’ juice box

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

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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