Vitamin maker Sundown Naturals promotes its ‘Shmorange’ bottles in campaign out of Droga5
It turns out that food companies aren’t the only ones touting their gluten-free, preservative-free products in an effort to appeal to changing consumer tastes. Vitamin maker Sundown Naturals is the latest brand to shout about its healthy offerings with a campaign created by Droga5 called ‘Shmorange’ that promotes its vitamins sans gluten, dairy or artificial flavors.
In four spots, the brand plays off of its orange bottles by describing its vitamins as “shmorange,” a made-up word that means “to contain no gluten, dairy or artificial flavors.”
The humorous videos feature a Sundown Naturals spokesperson as he tries to gather excitement for the ‘Shmorange’ vitamins, but becomes frustrated when a baby can’t pronounce the word and a millennial is more concerned with the “hearts with sparkles emoji.”
Sundown Naturals is owned by health and wellness company NBTY, which named Droga5 as its agency of record last year. Earlier this year, Droga5 rolled out two videos for NBTY’s joint supplement brand Osteo Bi-Flex.
Check out the Sundown Naturals spots below:
Credits:
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Matt Ian
Assoc. Creative Director: Dustin Tomes
Senior Copywriter: Sara Shelton
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Senior Broadcast Producer: Mike Hasinoff
Broadcast Producer: Goldie Robbens
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Ramon Jimenez
Senior Strategist: Danielle Vasan
Junior Strategist: Meagan Dexter
Senior Data Strategist: Anthony Khaykin
Senior Communications Strategist: Elsa Stahura
Group Account Director: Kelsey Robertson
Account Manager: Sophia Bernard, Jordan Cappadocia
Associate Account Manager: Elizabeth Sova
Senior Project Manager: Claire Arendse
Production Company: Caviar
Director: Matt & Oz
DOP: Dave Jones
Head of Production: Kelly Bowen
Executive Producers: Michael Sagol, Jasper Thomlinson
Producer: Luke Thomlinson-Clark
Editorial: Arcade Edit
Editor: Kyle Brown
Assistant Editor: Sam Barden
Executive Producer: Sila Soyer
Producer: Alexandra Leal
Post Production: The Mill
Executive Producer: Clairellen Wallin
Producer: Clairellen Wallin
Coordinator: Tabitha Ozturk
Telecine Artist: Fergus McCall
2D Lead: Kyle Cody
2D Assists: Rob Meade & Sungeun Moon
3D Artist: Sean Dooley
Matte Painter: Marc Samson
Sound: Sonic Union
Mixer: Michael Marinelli
Studio Manager: Justine Cortale
Producer: Pat Sullivan