Alive with Juice
Background
We recognised that being healthy didn’t have to be a dull and sensible, laughter-free world. We could differentiate Capri Sun from the worthiness of many healthy juice brands, by bringing to life our distinctive mischievous & irreverent brand personality and creating the campaign, Alive with juice. We took a radical new direction with the brand using universal humour to entertain both audiences, providing a fresh edge. We took a character approach and introduced a hapless but lovable pair of local tradesmen called Ed & Omar. The campaign sees the pair spending their lives in pursuit of escaping Capri Sun 100% juice pouches that are so juicy they are "alive with juice". Online activity was married with TV and outdoor to add deeper engagement. Activity extended the initial TV storyline, featuring sightings of the pouches mischievous escapades on YouTube.
To appeal to the teenage audience who although may seem too young for pack lunches are not too young for Capri Sun we sought the help of teenage students when producing our next campaign for the brand. These online films can be viewed at, http://www.youtube.com/CatchTheCapriSun, the lo-fi films were shot and coordinated by Richard Van den Bergh who most recently worked on the special effects for the latest Harry Potter film.
Check out the corporate website too, http://www.capri-sun.co.uk/, where the pouches have also taken over.
Fact
Research has demonstrated that the campaign has enormous appeal for both Mums and kids. Since the campaign launched awareness of Capri Sun 100% has increased by 40%.
Fact
Capri Sun is the number one kids’ lunch box brand in the UK. It has been a favourite since the 1980’s when it was first launched in Britain.