All natural: Drinks brand moulds strange fruit

Brazil – Brazilian drinks brand Camp Néctar went to extraordinary lengths to prove that its juice is 100% natural in a campaign two years in the making.

Creative agency AGE Isobar built plastic moulds in the shape of juice boxes, which were then fixed over budding fruit growing on a Brazilian farm. As the fruit grew, it filled the moulds, eventually taking on the shape of a Camp juice carton – complete with embossed logo and straw.

The 1,123 rectangular lemons, guavas, passion fruit, papayas, apples and oranges were then displayed in local supermarkets, hidden among the regular-shaped fruit.

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