Capri Sun: Kids vs. pros – playground throwdown

This case study explains how Capri Sun, the soft drinks brand, created a multi-platform national promotion in the USA to reinvigorate the brand after declining interest among children.

Capri Sun: Kids vs. pros – playground throwdown

Campaign Summary

Capri Sun and Catapult Marketing teamed up to create a Multi-Platform National Promotion that offered children the chance to take on professional athletes on the their own turf in a nationally televised playground-throw down competition. A sweepstakes was held prior to attract Capri Sun's target audience (6 to 17 year olds) with the equally important task of earning their moms' trust. The Capri Sun program's aim was to reinvigorate the brand after declining interest among kids. The lure was to invite them to compete against sports heroes such as WWE...

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