Best Video

Juicebox-shaped fruit: Best ad campaign ever?

A Brazilian juice company hits the marketing jackpot by growing fruit shaped like juice boxes — right down to the logo. See how they did it

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:

Recommended

Orlando's Gay Days draws LGBTQ crowds to Disney World amid DeSantis feud
Gay Days at Walt Disney World in 2023
Come as You Are

Orlando's Gay Days draws LGBTQ crowds to Disney World amid DeSantis feud

6 enviable homes in Brooklyn
House
Feature

6 enviable homes in Brooklyn

The Check-In: Mindful travel in Hawaii
A coconut on a beach in Hawaii
Feature

The Check-In: Mindful travel in Hawaii

The Week contest: Cheap wine
Male sommelier pouring red wine.
Feature

The Week contest: Cheap wine

Most Popular

Is Trump's wall working?
International Border Wall Between Tecate California and Tecate Mexico.
Briefing

Is Trump's wall working?

Can Chris Christie make a comeback?
A black and white photo of Chris Christie waving
Profile

Can Chris Christie make a comeback?

YouTube to stop deleting false claims about 2020 election
The YouTube logo seen in London in 2019.
Reversing Course

YouTube to stop deleting false claims about 2020 election