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.