Can Droga5 make "shmorange" happen?

Cheeky spots for Sundown Naturals introduce phony word to sum up vitamins' health benefits

Sundown Naturals vitamins contain no gluten, no dairy and no artificial flavors. But whoa — that’s a mouthful. Instead, the NBTY brand and agency Droga5 have come up with a new word, "Shmorange," which has the added benefit of rhyming with the signature color of the bottles. Multiple 30-second spots, which will run online and on TV, introduce the new word with memorably wacky situations. How fetch.

 

Credits

Creative Chairman
Chief Creative Officer
Group Creative Director
Assoc. Creative Director
Senior Copywriter
Chief Creation Officer
Head of Broadcast Production
Senior Broadcast Producer
Broadcast Producer
Global Chief Strategy Officer
Group Strategy Director
Senior Strategist
Junior Strategist
Senior Data Strategist
Senior Communications Strategist
Group Account Director
Associate Account Manager
Senior Project Manager

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free