Not Mold on Fruit, But Fruit In Molds: Camp Néctar Ad Campaign
What you’re looking at is sort of a spin on the whole Schrödinger’s cat paradox: it’s free-growing and yet forcibly contained at the same time. It’s not mold on fruit; it’s fruit in molds! Specifically: it’s fruit that’s been molded into the shape of juice boxes.
Brazilian advertising agency, Ageisobar, grew 1123 passion fruit, lemons, oranges and guava in juice box shapes as an ad campaign by for Camp Néctar. The project took two years of experimentation and three different versions of the mold. This was all done, somewhat ironically, to enforce the idea that Camp Néctar is 100% natural.
After the molded fruit was picked, Ageisobar got all Trustocorp and guerrilla-stocked the produce sections of supermarkets, fruit stalls, and fairs throughout São Paulo. When customers went to purchase one of the juice-pack-shaped fruits, the cashier would switch it for a box of Camp Néctar.
Back in March, I wrote about biomimicmarketing and fruity package design. This is the opposite of that. Nature and advertising are fascinating, huh?!
