SUN-RYPE GETS TO THE CORE OF NEW JUICE
By Adnews Staff
Sun-Rype Products Inc. of Kelowna, British Columbia took into account the timing of the apple harvest in the Okanagan Valley when it decided to launch its new 100% fresh-pressed apple juice. The juice, which includes a blend of McIntosh, Gala and Fuji apples, is part of Sun-Rype's new line of juices introduced earlier this year. The line also includes 100% Orange Juice, Tropical Blend, Rio Red Cocktail and Apple Cranberry Cocktail. A marketing campaign for the line centres around the tagline "Celebrate a new world of refreshment". In-store point-of-sale materials, including coupons, sampling, shelf talkers and shopping cart advertising, are being used to promote the line. A print campaign for the line is planned for February and March 2000. Sun-Rype entered into a partnership agreement with Dairyworld Foods earlier this year. Under the terms of the agreement, Dairyworld packages and distributes the juice line across Canada. National roll-out is expected to be complete early in the new year with the juices available at major grocery stores. Advertising for Sun-Rype is done by Palmer Jarvis DDB of Vancouver.