Sundown Naturals: Vitamin maker Sundown Naturals promotes its 'Shmorange' bottles in campaign out of Droga5

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 signature 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: Video of Sundown Naturals | Shmorange | Baby Loading...Video of Sundown Naturals | Shmorange | Millennial Loading...Video of Sundown Naturals | Shmorange | Spokesperson Loading...Video of Sundown Naturals | Shmorange | T-SHIRT Loading...Credits: Creative Chairman: David DrogaChief Creative Officer: Ted RoyerGroup Creative Director: Matt IanAssoc. Creative Director: Dustin TomesSenior Copywriter: Sara SheltonChief Creation Officer: Sally-­Ann DaleHead of Broadcast Production: Ben DaviesSenior Broadcast Producer: Mike HasinoffBroadcast Producer: Goldie RobbensGlobal Chief Strategy Officer: Jonny BauerGroup Strategy Director: Ramon JimenezSenior Strategist: Danielle VasanJunior Strategist: Meagan DexterSenior Data Strategist: Anthony KhaykinSenior Communications Strategist: Elsa StahuraGroup Account Director: Kelsey RobertsonAccount Manager: Sophia Bernard, Jordan CappadociaAssociate Account Manager: Elizabeth SovaSenior Project Manager: Claire ArendseProduction Company: CaviarDirector: Matt & OzDOP: Dave JonesHead of Production: Kelly BowenExecutive Producers: Michael Sagol, Jasper ThomlinsonProducer: Luke Thomlinson-­ClarkEditorial: Arcade EditEditor: Kyle BrownAssistant Editor: Sam BardenExecutive Producer: Sila SoyerProducer: Alexandra LealPost Production: The MillExecutive Producer: Clairellen WallinProducer: Clairellen WallinCoordinator: Tabitha OzturkTelecine Artist: Fergus McCall2D Lead: Kyle Cody2D Assists: Rob Meade & Sungeun Moon3D Artist: Sean DooleyMatte Painter: Marc SamsonSound: Sonic UnionMixer: Michael MarinelliStudio Manager: Justine CortaleProducer: Pat Sullivan