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Sun-Rype breaks new campaign

Sun-Rype of Kelowna, BC has begun an advertising campaign for its line of fruit juices packaged in new 1.6 litre plastic bottles. The campaign, produced by DDB Canada of Vancouver, consists of television and magazine advertising, to be followed by out-of-home ads. The campaign includes an intensive phase in Ontario intended to increase brand recognition in that province. The first of the two 30-second television commercials, called "Swing," depicts a scene made of fruit in stop-motion animation. The ad uses the tagline, "Made with real fruit goodness." "We are really excited about our new advertising campaign," said Sun-Rype marketing vice-president Cameron Johnston. "Not only does it communicate Sun-Rype's new juice packaging, but it also illustrates the wholesome goodness and vitality of our line in a vivid and memorable way." The campaign will run through the year. Media buying was handled by OMD Vancouver.

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