Sunsweet Growers Inc.: Today The Pits, Tomorrow The Wrinkles campaign
Deborah MackOverview
Sunsweet Growers Inc., one of the five agricultural cooperatives that made up Sun-Diamond Growers of California, was in 1998 the world's largest supplier of prunes and prune juices. Second only to raisins in the dried fruit market, the prune nevertheless has suffered an image problem, perhaps because of its reputation as "nature's laxative" and to some extent its appearance. To combat the problem, Sunsweet hired Stan Freberg, the offbeat comic-turnedadman, to create a new ad campaign. "Today the Pits, Tomorrow the Wrinkles," first aired in 1967, poked...