VCCP creates new Capri Sun advertising campaign

24th January 2009

VCCP was tasked by Coca-Cola Enterprises with creating a new campaign for Capri Sun. The campaign will support the 100% juice range via TV and outdoor throughout January.

Sam Grant, Senior Brand Manager, Coca-Cola Enterprises, said 'Capri-Sun is a successful and well loved brand and this new campaign will boost people's awareness of the naturalness and nothing artificial at all message in an entertaining way for all the family.'

As the first major ATL activity since 2006, VCCP created a character-based campaign that highlights the innate cheekiness of the Capri Sun brand but also delivers a compelling natural juice message with an "Alive With Juice" strapline. The campaign begins with a 40 second TVC that introduces a hapless but lovable pair of local tradesmen called Ed & Omar who spend their lives in pursuit of escaping Capri Sun 100% juice pouches that are alive with juice.

Michael Sugden, Managing Director, VCCP, said, 'Capri Sun is a much-loved and fun brand. This campaign is an irreverent and characterful take on the product's pure juice properties. It contrasts with the worthy tone of voice with which many healthy brands are communicated.'

The campaign was written and art directed by Matt Gilbert and Dave Tokley. The TV ads were directed by Hank Perlman of Hungryman, and photography was by Mitch Jenkins. Media planning and buying was handled by Vizeum.