The video: All it took was a great idea — plus two years of testing — and Brazilian juice company Camp Nectar was able to grow actual fruit in the shape of one of its juice boxes, complete with an embossed logo and a bendy-straw protrusion on the back. (Watch the video below.) The company created plastic molds in the shape of the juice boxes, then wrapped them around budding lemons, oranges, apples, guava, papayas, and passion fruit. They displayed the 1,123 box-shaped pieces of fruit in supermarkets to tout the fact that Camp Nectar's juice is full of real fruit.
The reaction: "All other brands should just quit right now," says Molly Oswaks at Gizmodo. This mastery of man over nature might be ridiculously elaborate, but it's "objectively the hands-down best ad campaign in the history of the juice-boxing business." Well, I feel a little teased by this "silly stunt," says Adriana Velez at The Stir. After seeing the fruit boxes mixed in among the grocery store's produce on the video, "I was really looking forward to buying some." But they're not for sale. Still, take a look at Camp Nectar's wondrous creations: