SUN-RYPE PROMOTES CALCIUM ENRICHED ORANGE JUICE
By Adnews Staff
Sun-Rype Products Ltd. of Kelowna BC has introduced a new calcium enriched orange juice to markets in western Canada, backed by an integrated marketing campaign. The product is aimed at the 35-54 year-old baby boomer demographic, a segment of the population that is concerned with the risk of osteoporosis. The juice is being promoted as an alternate way for people to get more calcium into their diets, especially for those who are lactose intolerant or otherwise adverse to milk. According to the company, this is the first calcium enriched juice to be sold in grocery stores' juice sections. It comes in a one-litre tetra package. The marketing campaign consists of print advertising in lifestyle and healthy living publications and an Internet initiative at Web sites including chatelaine.com and mochasofa.com. In-store efforts including shelf advertising and couponing are also in use. Advertising for Sun-Rype is handled by Palmer Jarvis DDB of Vancouver.