Kraft Beverages-Capri Sun – Respect the Pouch

Category: Beverages, Non-Alcohol
Brand/Client: Kraft Beverages-Capri Sun
Primary Agency: Olgilvy & Mather
Media Agency: Mediavest
Contributing Agencies: Razorfish/Digitas

STRATEGIC CHALLENGE

Capri Sun had lost its luster.

For decades, Capri Sun, the kids' fruit juice drink in a pouch, enjoyed a steadily growing business as market leader of the aseptic water & fruit juice drink category. However, by 2008 Capri Sun's charmed existence had come to a halt. Its long-standing advertising campaign had become stale and competition had grown fierce. As Coca Cola made Vitamin Water omnipresent; soda brands converted to cool, plastic bottles; and Gatorade introduced new variants, the brand (and subsequently the category) fell out of favor as the “cool” drink of choice for kids 6-12. Penetration declined from 53.3% in 2004 to 51.5% in 2005, remaining in a lull as 2008 rolled around.