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.