The Drum Awards Festival - Official Deadline

-d -h -min -sec


Vitamin maker Sundown Naturals promotes its ‘Shmorange’ bottles in campaign out of Droga5


By Minda Smiley, Reporter

April 25, 2016 | 3 min read

It turns out that food companies aren’t the only ones touting their gluten-free, preservative-free products in an effort to appeal to changing consumer tastes. Vitamin maker Sundown Naturals is the latest brand to shout about its healthy offerings with a campaign created by Droga5 called ‘Shmorange’ that promotes its vitamins sans gluten, dairy or artificial flavors.

In four spots, the brand plays off of its orange bottles by describing its vitamins as “shmorange,” a made-up word that means “to contain no gluten, dairy or artificial flavors.”

The humorous videos feature a Sundown Naturals spokesperson as he tries to gather excitement for the ‘Shmorange’ vitamins, but becomes frustrated when a baby can’t pronounce the word and a millennial is more concerned with the “hearts with sparkles emoji.”

Sundown Naturals is owned by health and wellness company NBTY, which named Droga5 as its agency of record last year. Earlier this year, Droga5 rolled out two videos for NBTY’s joint supplement brand Osteo Bi-Flex.

Check out the Sundown Naturals spots below:


Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Group Creative Director: Matt Ian

Assoc. Creative Director: Dustin Tomes

Senior Copywriter: Sara Shelton

Chief Creation Officer: Sally-­Ann Dale

Head of Broadcast Production: Ben Davies

Senior Broadcast Producer: Mike Hasinoff

Broadcast Producer: Goldie Robbens

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Ramon Jimenez

Senior Strategist: Danielle Vasan

Junior Strategist: Meagan Dexter

Senior Data Strategist: Anthony Khaykin

Senior Communications Strategist: Elsa Stahura

Group Account Director: Kelsey Robertson

Account Manager: Sophia Bernard, Jordan Cappadocia

Associate Account Manager: Elizabeth Sova

Senior Project Manager: Claire Arendse

Production Company: Caviar

Director: Matt & Oz

DOP: Dave Jones

Head of Production: Kelly Bowen

Executive Producers: Michael Sagol, Jasper Thomlinson

Producer: Luke Thomlinson-­Clark

Editorial: Arcade Edit

Editor: Kyle Brown

Assistant Editor: Sam Barden

Executive Producer: Sila Soyer

Producer: Alexandra Leal

Post Production: The Mill

Executive Producer: Clairellen Wallin

Producer: Clairellen Wallin

Coordinator: Tabitha Ozturk

Telecine Artist: Fergus McCall

2D Lead: Kyle Cody

2D Assists: Rob Meade & Sungeun Moon

3D Artist: Sean Dooley

Matte Painter: Marc Samson

Sound: Sonic Union

Mixer: Michael Marinelli

Studio Manager: Justine Cortale

Producer: Pat Sullivan


More from Droga5

View all


Industry insights

View all
Add your own content +