Droga5 Introduces 'Shmorange' for New Sundown Naturals Vitamins Spots

Sundown Naturals Vitamins needed to convey a simple RTB to stand out: their vitamins contain no gluten, dairy or artificial flavors. But that’s a lot to say. So to simplify, Droga5 created a word that means all those things. The agency also noticed that brands come in green or brown bottles. And the Sundown Naturals orange bottles really stand out on that cluttered shelf. So since the team were making a word up anyway, they thought why not make their own new word rhyme with the colour of the bottle.

Introducing the first word to ever rhyme with 'orange'... Shmorange. And Shmorange means 'to contain no gluten, dairy, or artificial flavors.' The spots are quirky and fun, and can be viewed below.