Camp Nectar: Growing Package-Shaped Fruit


The marketing company spent two years researching potential methods for creating a piece of fruit that mimicked the box shape of Camp’s juice cartons and eventually developed a mold that could be fitted around a piece of fruit as it began to ripen on its tree. Over 1,000 lemons, guavas, passion fruit, papayas, apples and oranges were grown into the molds, which resulted in cuboid produce embossed with the Camp logo and even a straw on the back. These were then placed into the fruit sections of supermarkets among the more naturally-shaped versions to draw attention to the brand’s use of fresh fruit in its drinks.

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