Capri Sun: Respect the Pouch
Ogilvy & Mather, New York
Capri Sun was the cool drink in an iconic pouch since it came to the United States in 1981. But it receded into the back of kids’ minds and by 2008 it was lunchroom wallpaper.
Penetration was stagnant. Volume declined. The market grew with tough competition from Vitamin Water and Gatorade. On top of it all, a price increase lay in the near future.
Capri Sun needed its cool back, and quickly. Visits to school lunchrooms generated a key insight: kids wanted what they couldn't have (and therefore thought...